October 2004 – Río Grande, Puerto Rico.

The third SME Convention came off with flying colors. This is the most popular educational and professional event in the field of sales and marketing in Puerto Rico, and a great number of professionals from this area flock to the convention every year. For this edition, more than 200 companies set up booths, including telecommunications firms, consumer goods producers, banks and health groups.

Primera Hora is the newspaper with the highest growth on the island, so it couldn’t miss an event like this one. Primera Hora set up an important booth and asked SIA Puerto Rico to develop and install a screaming race. During the game, 4 cartoon newspapers run on screen to the rhythm of the shouts of four participants, who try to scream the brand name and the newspaper’s slogan (“Primera Hora” and “Fácil de leer” [“Easy to Read”]) as loudly as possible.

The number of participants was even higher than expected: more than 1,000 people visited the booth to play. It was necessary to bring in more prizes than originally planned. Both the public and the client were pleasantly surprised with the technical quality of the game and its innovation.

“For this important annual event, we wanted to do something different, something innovative and packed with branding. We always work to do things differently and we aim at high impact for the public and for our readers. When SIA Puerto Rico offered us the screaming race, we believed this met the requirement, and the public’s participation confirmed that we were right. We are really satisfied with the product, the service, and the effectiveness of this innovative program. In fact, we had originally planned to use the game only at exclusive events, but now we have decided to integrate the game as part of our regular promotions.”

Gilberto Ramos
Marketing and Promotional Supervisor, Primera Hora