via press release:
TELEMUNDO TEAMS UP WITH T-MOBILE AND TOYOTA AS
EXCLUSIVE PARTNERS FOR “PASIÓN PROHIBIDA”
T-Mobile Brings Beloved Novela Characters Bruno and Bianca to Life
with Exclusive Content Across Social Media, including Facebook, Twitter and
Toyota Will Integrate Novela Characters in
Novela’s First Ever Innovative Blended Ad Campaign
MIAMI- April 29, 2013- Telemundo Media announced today two major branded entertainment agreements with T-Mobile and Toyota for its hit telenovela “Pasión Prohibida.” Both partnerships continue to build on the creative legacy between the two marketers and Telemundo Media, who once again will break new ground to deliver their messaging through innovation around telenovelas by bringing the novela characters into the branded entertainment multiplatform campaigns. Both efforts were developed by Conill, the advertising and media agency partner for T-Mobile and Toyota.
"Telemundo is always looking for ways to deepen our passionate bond with our telenovela fans beyond the television screen and across all platforms,” said Jacqueline Hernandez, Chief Operating Officer, Telemundo Media. “These partnerships speak to the dynamic demographic group of more than 33 million U.S. Hispanic internet users and their growing appetite for content and engagement. This innovative and interactive 24/7 experience brings ‘Pasión Prohibida’ right to them whenever and wherever they are, in their hands on their mobile devices.”
As the exclusive wireless sponsor, T-Mobile will empower lead novela characters Bruno Hurtado and Bianca Santillana to become real social media personas, enabling fans to follow their every move and expanding their experience from a one-hour broadcast to a 24/7 telenovela. Bruno and Bianca will interact on a daily basis with fans and with each other, posting status updates, feelings, thoughts and pictures via Facebook, Twitter and Instagram, granting fans unprecedented access to these characters. In-show integrations featuring T-Mobile devices such as the Samsung Galaxy SIII will also have a direct impact to what is happening real time across Bruno and Bianca’s social media pages. In addition, promotional spots will ask viewers to follow their favorite characters 24/7, something T-Mobile customers can now do without overages on T-Mobile’s advanced nationwidenetwork.
As the exclusive automotive sponsor, Toyota vehicles - Highlander, Camry, Corolla and Prius - will be strategically integrated throughout the novela. In addition, Toyota Highlander’s messaging - “It will keep all of your stories. And all of its versions”- will come to life in the Telemundo first-ever “blended ad”—where characters are integrated into the ad campaign. Fans of the show will be treated to a unique “two sides of the story” experience where they will witness their favorite characters’ perspectives of the same situation. After the scenes air, Toyota will encourage viewers to go to Toyota’s branded tab in “Pasion Prohibida’s” Facebook page, where they can see both points of view and uncover what really happened in the scene.
“We’ve felt strongly about the power of integration to inspire people to bring brands into their conversations for some time now,” said Ross Ludwig, Executive Creative Director of Conill. “We are delighted that our partners at Telemundo were able to accommodate the full scope of our ideas to infuse our clients’ brands into the fabric of the show. It’s exciting that we’re now taking this a step further and bringing fictional characters to life outside of the television environment.”
“Pasión Prohibida,” an adaptation of renowned writer Juan Camilo Ferrand (“Pablo Escobar,”“El Patrón del Mal”), is a telenovela that tells the story of Bianca Santillana (Monica Spear), a beautiful woman who becomes a victim of her own revenge. It airs Monday to Friday 8pm ET/7pm CT on Telemundo.
ABOUT TELEMUNDO MEDIA
Telemundo Media, a division of NBCUniversal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multiplatform portfolio to U.S. Hispanics and audiences around the world. Telemundo’s multiple platforms include the Telemundo Network, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events, reaching U.S. Hispanic viewers in 210 markets through its 14 owned stations and its broadcast and cable affiliates; mun2, the preeminent voice for young Hispanics in the U.S. reaching TV households nationwide on digital and analog cable, and satellite; Telemundo Digital Media, which distributes Telemundo’s original content across digital and emerging platforms including mobile devices, http://www.telemundo.com and www.mun2.tv; an owned and operated full power station in Puerto Rico that reaches 99% of all TV households in that DMA; and Telemundo Internacional, the international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than two million vehicles in 2012. Toyota directly employs nearly 30,000 people in the U.S. and its investment here is currently valued at more than $18 billion. For more information about Toyota, visit www.toyota.com or www.toyotanewsroom.com.
Conill is among the most highly awarded Latino agencies in the U.S. and is a four-time recipient of the prestigious American Association of Advertising Agencies’ O’Toole Multicultural Award. It was named Multicultural Agency of the Year by leading industry trade publication Advertising Age in 2010 and 2007. The agency’s roster of clients includes Aflac, Kraft, Procter & Gamble, Sony PlayStation, T-Mobile and Toyota Motor Sales. Web: www.conill.com | Twitter:@Conill