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via press release:


US Hispanic brand taps into its music roots to drive audience engagement for partner brands, giving viewers an all-access pass to a unique music experience

Miami, FL October 1, 2013 – Tr3s joined forces with mega-brand Pepsi to amplify the Vive Hoy (Live For Now) program for the US Hispanic audience and offer viewers nationwide the chance to win the ultimate roadie experience and gain an exclusive backstage pass to a 3BALLMTY concert. This partnership underlines the continued efforts of both Tr3s and Pepsi to bring Latino music fans closer to their favorite artists through unique and memorable experiences. The campaign launches on October 1st and music fans ages 18 and over can register at

As part of the Vive Hoy program, Tr3s also invited 3BALLMTY, Prince Royce, Jesse y Joy, and Chino y Nacho to take over four episodes of its “Music My Guey” show and share their favorite music videos, providing fans with an opportunity to directly relate with some of their top music idols.

“We recognize that Millennials look to music to de-stress, second to watching television. It’s become their social currency, with 72% of millennials posting music on their social networks,” said Fernando Gastón, Brand Manager for Tr3s. “This co-branded marketing campaign is driven by the intersection of TV and social media, where we build strategies that create digital engagement, an on-the-ground music experience as well as on-air elements on “Music My Guey,” he added. 

With Vive Hoy Pepsi is focused on bringing the excitement of now to Hispanic consumers in an authentic, culturally relevant way,” said Chad Stubbs, Senior Director, Media and Digital Strategy for Pepsi. “Our partnership with Tr3s is all about bringing that to life through Latino music with exclusive content and once-in-a-lifetime experiences.”

“Our fans are our priority,” said 3BALLMTY. “It’s really important for us to create unique moments through which we can establish personal connections with our fans through our music and this program provides us with the perfect opportunity to do just that.”

Making Monterrey’s rocky mountains shake with their music, 3BALLMTY (Tribal Monterrey) has revolutionized the Latin music scene and taken over numerous performance stages in Mexico, United States and Europe. 3BALLMTY is made up of Erick Rincón, DJ Otto and Sheeqo Beat, who despite being between the young ages of 19 and 20 years old, have successfully satisfied the musical needs of its public and gained credibility in top tier international media specializing in dance and alternative music. Their first album, “INTÉNTALO”, has achieved such high sales that in less than it year it has become a Gold Album in Mexico as well as a Platinum Album in both the United States and Central America. Since they launched, they’ve won several prestigious awards including nine Regional Mexican Music Billboard Awards in 2012, a Bandamax Award, a Latin Grammy Award in 2012 and two Premios Lo Nuestro Awards in 2013.

About Tr3s

Tr3s, owned and operated by Viacom International Media Networks – The Americas, a unit of Viacom Inc. (NASDAQ: VIA, VIAB), is a contemporary entertainment destination for Hispanics, reaching 6.7 million Hispanic TV Households (47.6% of US Hispanic Total TV HH) and 34.3 million Total TV households. The network offers an engaging programming slate of original productions, key acquisitions and content from Viacom’s portfolio of entertainment brands, spanning novelas, realities, competition, entertainment news and documentaries. Tr3s also empowers its audience to think-socially through the brand’s “Agentes de Cambio” initiative, which encourages young Hispanics to create change in their communities through innovative solutions that address their health and social issues. In addition, the brand taps into the growing number of digitally connected Hispanic consumers and marketers across multiple platforms including, Tr3s Blogamole Network and Insight Tr3s.

Posted by:TV By The Numbers

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