via press release:
TELEMUNDO MEDIAWITH DR PEPPER TO CELEBRATE ONE OF A KIND NOVELA TALENT VIA MULTIPLATFORM
‘LOS UNICOS’ CAMPAIGN
Custom Digital Destination to Host Candid Look at the Qualities and Experiences that Make Hispanic Superstars Litzy, Carmen Villalobos and Eugenio Siller Unique
MIAMI – February 19, 2014 – Telemundo Media announced today the launch of a multiplatform partnership with Dr Pepper to celebrate Telemundo’s one of a kind on-air talent. This partnership features an intimate, candid look at the personal and professional lives of three Telemundo novela megastars, and the stories that make them truly unique. The three “Unicos” are: Litzy, one of Mexico’s most beloved television and music stars; Carmen Villalobos, one of the most recognizable young telenovela actresses, who stars in the upcoming second season of “El Senor de los Cielos”; and Eugenio Siller, Hispanic television’s leading man and star of Telemundo’s new original production “Reina de Corazones.” Each star participates in a robust, seven-month multiplatform campaign titled Los Unicos, that will showcase their stories in on-air teasers, a six-part webisode series, cross promotional appearances on Telemundo and mun2, social media promotion, personal appearances, and more. Throughout the campaign, fans will discover the little-known qualities, interests and experiences that have made each of them one of a kind.
“We are excited to team up with Dr Pepper to celebrate Telemundo’s most beloved stars and create a unique experience for our novela fans,” said Mike Rosen, Executive Vice President of Advertising Sales & Integrated Marketing, Telemundo Media. “Dr Pepper is an amazing partner for us, helping us bring our passionate fans the engaging, cutting-edge content they crave. For our audience, it’s like witnessing a day in the life of their favorite Telemundo star.”
This fully integrated promotional campaign, www.telemundo.com/LosUnicos, will be anchored by a dedicated custom digital hub (also titled “Los Unicos”), where each of the three stars will be showcased in their own six-part web series. The three stars will also promote their stories on their own social media sites, and will be promoted across Telemundo’s social media pages. The digital hub also includes custom co-branded banners and photo galleries as well as a ‘Rank It’ tool that creates an interactive and engaging experience for fans, by allowing them to voice their opinion about the unique achievements of the megastars.
“With its unique blend of 23 flavors, Dr Pepper has always been one of a kind, and having this unprecedented access to the unique lives of Telemundo’s brightest stars is an authentic, original way to reach Hispanic audiences,” said Olivia Vela, Director of Hispanic Brand Marketing, Dr Pepper.
On-air promotion of Los Unicos will include talent appearances on Telemundo’s “Un Nuevo Dia” morning show and its “Titulares y Mas” sports property, as well as cross-promotional segments on popular mun2 series “Reventón” and “mun2 Pop.” The brand will also be integrated in Telemundo’s prime time novela “Reina de Corazones,” supported by tune-ins. Webdrivers, also running in commercial time, will constantly promote the campaign and drive fans to watch the videos on the digital hub.
The multiplatform campaign also includes a 2014 Dr Pepper & Telemundo co-branded calendar featuring twelve Telemundo superstars. The calendar will be distributed by Dr Pepper as a gift with purchase of Dr Pepper products and supported by local appearances from Telemundo talent in key markets.
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 16 owned stations, broadcast and MVPD 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, 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.