via press release:
Univision reveals Sponsors for its 26TH ANNUAL “Premio Lo Nuestro” Latin Music Awards PRESENTED BY T-MOBILE USA
Joining the Star-Studded Cast of Latin Artists are Allstate, American Honda Motor Co., Bud Light, Chevrolet, Crest 3D White Whitestrips, L’Oréal Paris and McDonald’s
NEW YORK, NY – FEBRUARY 19, 2014 – The Univision Network, one of the top five networks in the U.S. regardless of language, announced today its impressive list of new and returning sponsors for the 26th annual edition of “Premio Lo Nuestro” Latin Music Awards presented by T-Mobile USA. Additional sponsors include Allstate, American Honda Motor Co., Bud Light, Chevrolet, Crest 3D White Whitestrips, L’Oréal Paris, and McDonald’s, and will be featured on television’s longest-running and top-rated Latin music awards show.
“Judging from the success of previous broadcasts, we know that ‘Premio lo Nuestro’ attracts a young and engaged audience,” said Keith Turner, president of Advertising and Marketing, Univision Communications Inc. “The program has been a part of Hispanic households for decades which offers brands a unique opportunity to reach this coveted demographic organically.”
T-Mobile returns for the second year as presenting sponsor of “Premio Lo Nuestro.” For the first time ever, T-Mobile will turn the show’s carpet completely magenta. The fastest-growing wireless carrier* is also planning a custom activation on this alfombra magenta. Again presenting the Social Media Wall, T-Mobile will bring viewers backstage to El Lounge T-Mobile hosted by Alejandra Espinoza, as well as engage with viewers on second screens via all T-Mobile Latino social channels. As part of its real-time marketing strategy, T-Mobile will launch US Hispanic Vine and Instagram channels and for the first time, will collaborate with some of the most engaging Hispanic viners to create contextually-relevant social media content during the Award show.
“For the second year as presenting sponsor, T-Mobile looks forward to celebrating Latino culture and music on an International stage at ‘Premio Lo Nuestro,’” said Peter DeLuca, senior vice president, Brand Communications for T-Mobile.“We’ve been shaking up the wireless industry addressing consumer pain points with all of our Un-carrier initiatives this past year, including our Simple Choice Plan and contract freedom for Families. During the broadcast of ‘Premio Lo Nuestro’, we are eager to showcase these initiatives via our #MejorEnFamilia (Better With Family) hashtag to further connect with our fans, followers, and families who are online searching and socializing on their connected devices while watching TV.”
Crest 3D White Whitestrips partners with Univision to make viewers smile, sponsoring the first-ever “3D Wall of Smiles,” an electrifying display of celebrity photos from past “Premio Lo Nuestro” carpets. Moreover, Crest 3D White Whitestrips will feature a “Twitter Mirror,” a station on the carpet where “Premio Lo Nuestro” performers and VIPs can take pictures of themselves or with others. Select photos will then be released via a custom hashtag on Twitter. Crest 3D White Whitestrips will also sponsor a sweepstakes through social media by asking fans to send in photos of their smiles via #SmileStyle for the chance to be featured on the big screen during the “Noche de Estrellas” (Night of Stars) pre-show.
Live from the AmericanAirlines Arena in Miami, the 2014 edition of “Premio Lo Nuestro” will air on the Univision Network on Thursday, Feb. 20, 2014, from 8 to 11 p.m. ET/PT (7 p.m. Central). The broadcast will be preceded by the carpet arrivals pre-show “Noche de Estrellas” at 7 p.m. ET/PT (6 p.m. Central).
Last year’s broadcast of “Premio Lo Nuestro” which aired on Thursday, February 21st, reached 11.6 million viewers and made Univision the No. 2 network for the night, regardless of language, among Adults 18-34 for the fourth consecutive year.
The “Premio Lo Nuestro” awards are bestowed each year to recognize excellence in four musical genres within the Latin music industry – Pop, Tropical, Regional Mexican, and Urban. All winners are determined by fans through votes cast on www.premiolonuestro.com. The night’s performers include Mexican rock legend Alejandra Guzmán, Norteño music star Gerardo Ortiz, urban sensation J. Balvin, renowned Mexican music artist Pepe Aguilar; “Bachata King” Romeo, and Puerto Rican salsa star Victor Manuelle.
Fans can access continuous coverage of “Premio Lo Nuestro” 2014 online and on mobile at www.premiolonuestro.com. In addition to a full list of the nominees, the site will provide profiles of all nominated artists, specials following them at their homes, and a look at their latest fashions. Social activities for the 26th edition of “Premio Lo Nuestro” will provide fans access to their favorite stars and key moments like never before. Fans can join the conversation on Twitter via @PremioLoNuestro and by using the hashtag #PremioLoNuestro, as well as share their favorite content and comment along with others on Facebook.com/PremioLoNuestro and UnivisionPremios on Instagram.
* Based on T-Mobile’s net postpaid subscriber additions vs. the other major national carriers in Q2 & Q3 2013.
Source: The Nielsen Company, NPM, Thursday (02/21/2013) 8:00pm-11:00pm. Reach based on NPM Fast Cume, Persons 2+, 6+ minute qualified audience (visitors included). Live+SD.