via press release:
TELEMUNDO PARTNERS WITH ALLSTATE, VOLKSWAGEN, L’OREAL PARIS AND KRAFT SINGLES FOR
SECOND ANNUAL “PREMIOS TU MUNDO” SPECIAL
MIAMI–August 14, 2013–Telemundo Media, a leading producer of Spanish-language primetime content for audiences in the U.S. and around the world, today announced a deal securing exclusive category sponsorships with Allstate, Volkswagen of America, L’Oréal Paris® and Kraft Singles for the 2nd annual “Premios Tu Mundo” live broadcast on Thursday, August 15th at 8pm/7c and its highly anticipated arrivals pre-show “La Alfombra de Premios Tu Mundo.”
A true celebration of U.S. Latino pop culture, “Premios Tu Mundo” (“Your World Awards”) is an annual celebration of the best in novelas, music, fashion, movies and sports. This year’s live event from the American Airlines Arena in Miami, Florida will bring audiences to their feet with performances by Daddy Yankee, Natalia Jimenez, Victor Manuelle, Christian Castro, Banda Los Recoditos, Voz De Mando, Elvis Crespo and Roberto Junior y Su. The awards show is preceded by the star-studded blue carpet pre-show “La Alfombra de Premios Tu Mundo.”
“As ‘Premios Tu Mundo’ celebrates the gifts and artistry of the top Latino stars in the world, Telemundo is proud to partner with this year’s illustrious sponsors who represent the finest in their categories,” said Jacqueline Hernández, Chief Operating Officer, Telemundo Media. “Their brands’ activations will resonate with our live audience and enhance the viewer experience across multiple platforms as we honor this year’s nominees and winners.”
A twist on the traditional red carpet, the “Premios Tu Mundo” Blue Carpet presented by Allstate will feature appearances from their popular character “Mala Suerte” (“Bad Luck”), whose presence creates a series of “misfortunes” that are meant to remind consumers of what can go wrong and the protection that Allstate can provide when accidents do occur. These series of “misfortunes” will take place throughout the awards show and will be featured in branded bumpers titled “Mala Suerte Strikes Again.” Allstate will present the “El Mejor Momento de la Mala Suerte” custom interactive category where “Mala Suerte” will assist in presenting the award. Allstate is also the exclusive sponsor of the Tu Mundo VIP Lounge, which includes exclusive content from backstage and the awards ceremony. Additional elements include sponsorship of “Premios Tu Mundo” VOD content, Facebook, Twitter & Vine integration, sponsored SMS Alerts and cross- promotion efforts with MiAllstate.com and the “Soy La Mala Suerte” Facebook page.
Volkswagen will again sponsor “El Favorito de la Noche” (“The Favorite of the Night”), which viewers will vote on in real-time throughout the broadcast. During the Blue Carpet, novela actor David Chocarro will kick off the activation by personally inviting viewers to vote for their favorite star of the night as he gets into a Volkswagen Jetta to head to the show. Throughout the evening, fans will be updated on who is in the lead via Volkswagen Jetta co-branded graphics displaying the current results. Finally, the actor will present the award to the winner on stage followed by a celebratory message presented by Volkswagen Jetta.
L’Oréal Paris®, the event’s exclusive beauty sponsor, will engage fans on the blue carpet as the night’s most fashionable celebrities arrive by presenting the L’Oréal Paris® “Mejor Look” Award (“Best Look”) to the fabulous female with the best overall style. During the main show, L’Oréal Paris® will sponsor the “Protagonista Favorita” (Favorite Female Lead) category and congratulate the winner via a celebratory bumper featuring the brand’s logo. The following morning, L’Oréal Paris® will recap the best looks and trends from the blue carpet with a “Get the Look” segment on Telemudo’s morning newscast, “Un Nuevo Día.”
Telemundo will collaborate with Kraft Singles in building multi-platform momentum that will lead up to the live broadcast of “Premios Tu Mundo” via original videos showcasing the finalists in the “Primera Actriz” (Legendary Actress) category. Hosted by TV personality Rashel Diaz, each video will give fans the opportunity to discover something new about the iconic nominees. This content will air on Telemundo and mun2 starting two weeks prior to “Premios Tu Mundo,” with extended versions of the clips on Telemundo Media digital and social media properties. In addition, Diaz will host a custom segment on “Un Nuevo Dia” dedicated to the finalists, their personal videos and her involvement as the presenter of the “Primera Actriz” category. During rehearsals week and the night of the show, stars will be invited to step into a confessional booth and answer questions from their biggest fans. As these revealing videos are captured they will be posted to Instagram and will appear on a branded custom page on the “Premios Tu Mundo” hub and promoted throughout “Premios Tu Mundo’s” social platforms after the show.