July 20, 2018

Univision Communications (UCI) announced that the 15th edition of “Premios Juventud” (PJ 2018), has attracted major sponsors looking to connect with the show’s young and diverse audience. M&M’S®, Neutrogena are back after a successful first year in 2017, joining long-standing partners, McDonald’s, State Farm® and T-Mobile. The innovative multi-platform integrations and activations will bring the audience closer to PJ 2018 than ever before. Every integration and experience will celebrate Generation Z and youth culture beginning with an experiential musical event, “PJ Bash” and a pre-show before the main celebration. PJ 2018 will air LIVE on the Univision Network, Sunday, July 22 starting at 7 p.m. ET/PT (6 p.m. CT) from the Watsco Center in Miami, Florida.

“We are excited to partner with such iconic and prominent brands to celebrate ‘Premios Juventud’ 2018,” said Steve Mandala, President of Advertising Sales and Marketing of UCI. “PJ is the biggest music event of the summer that gives our clients a unique access to the engaged and influential Gen Z audience across Univision’s multi-platforms. Our true understanding of our audience is what drives PJ’s success and made Univision the No.1 broadcast network for the 10th consecutive year on the night of the event.”

Returning sponsors uniting brands and fans for PJ 2018 are:

McDonald’s: McDonald’s has collaborated with Univision to host activations throughout PJ 2018 weekend. To create excitement and social buzz ahead of the show, Univision Creator Network influencers Alejandra Ayala (Styled by Ale) and Oscar Miranda will share branded content, featuring the new McCafé Cold Brew Frozen Coffee and McCafé Cold Brew Frappé, with their fans early in the week.

On Saturday, July 21, McDonald’s will host the Summer Splash day party, featuring a performance by Justin Quiles and samples of the McCafé Cold Brew Frozen Coffee and McCafé Cold Brew Frappé, to officially kick off the “Premios Juventud” weekend celebration.

For the pre-show, McDonald’s and Univision teamed up to create an engaging Summer Bash Photo Station, highlighting the new McCafé Cold Brew Frozen Coffee and McCafé Cold Brew Frappé. McDonald’s will give fans at home the opportunity to watch fun, engaging content through social media and on-air, as artists, nominees and influencers capture content and share all the excitement of the event from the McDonald’s Summer Bash Station.

At the main show, McDonald’s and Univision shine the spotlight on two McDonald’s HACER® National Scholarship recipients in a :60 custom vignette that will air during commercial time. The creative piece will focus on the experience of being a McDonald’s HACER® National Scholarship recipient and the impact these students have had on their communities. Univision Creator Network influencer Oscar Miranda and UCI social accounts will share the vignette that will run during “Premios Juventud” along with scholarship details. McDonald’s HACER® National Scholarship messaging will also be integrated into “Despierta América” (Wake Up America) the morning after PJ 2018.

M&M’S®: Mars and UCI continue their partnership with My Música VIP – a music platform launched last year with Johann Vera. PJ 2018 will include behind-the-scenes footage of My Música VIP sweepstakes winners sitting in M&M’S® branded chairs and a performance that will air during the PJ 2018 pre-show. There will be an on-site VIP area complete with colorful, branded M&M’S® seats at PJ 2018 where fans, artists and influencers can stop for the perfect photo opportunity.

Neutrogena: Fans at home will have the opportunity to watch all the action through social media, as artists and influencers share all the excitement live from Neutrogena’s station at the PJ 2018 pre-show. Neutrogena will serve as the official sponsor for the Fashion 360 space, where artists and nominees will showcase their best PJ look of the night.

Univision and Neutrogena’s partnership also includes a branded content campaign for the award-winning Hydro Boost line, which runs through July 23. The social and digital campaign features “Nuestra Belleza Latina” 2016 queen and “El Gordo y la Flaca” host, Clarissa Molina, as she takes her PJ 2018 preparation to the “next level” with the brand, giving her a “boost” of confidence for the show.

State Farm®: State Farm will sponsor a special performance of the night (Il Volo) and will continue the summer musical celebration with a summer performance called “Conciertazo de Verano” on Univision’s award-winning morning show, “Despierta América” the morning after PJ 2018.

T-Mobile: For the first ever “PJ Bash,” Univision partnered with T-Mobile for an experiential music showcase with exclusive social content, live from the T-Mobile #VibraMagenta Studio and based on the theme “Music Connects Us All.” The PJ Bash will be hosted by Univision talent Daniela DiGiacomo and Borja Voces and will take place in the heart of downtown Miami on Thursday, July 19 featuring musical performances by up-and-coming artists Franny Arrieta, Nezza, Jhay Cortez, Izaak, Sharlene, Coast City and Johann Vera, with mixing by DJ Coco Hara.

Tying the PJ Bash experience to the live broadcast of PJ 2018, T-Mobile again teams up with content creator Sebastian Villalobos. As host, he’ll also be capturing all the action in the first-ever T-Mobile #VibraMagenta Studio and serving as the connective thread across social and linear content.

Villalobos will also introduce what is sure to be a highlight of the night – the worldwide televised debut of J Balvin and Zion y Lennox’ summer hit, “No Es Justo.” This debut performance will be followed by a T-Mobile and Music Connects Us All commercial spot featuring Balvin. T-Mobile will then release the performance with exclusive content for fans on social and connect second-screen viewers from coast-to-coast.

 

 

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