The broad range of tactics, including digital/social media promotions, the #MySantanaStyle sweepstakes, a live Facebook chat with Carlos Santana, TVE and on-demand presence as well as PR and affiliate promotions made the event HBO Latino’s highest rated concert special and the highest rated original program on the network in 2014. The 30-minute Facebook chat with Santana had over 1,200 likes, 756 comments, and 884 shares and reached more than 400K organic views. And did we mention the estimated number of U.S. paid media impressions? 28 million-plus!

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