Telemundo engages Social@Telemundo to launch Relaciones Peligrosas.

Telemundo Media is fully engaging its strategic digital unit Social@Telemundo, in launching an innovative social media strategy for the network’s latest original novela, “Relaciones Peligrosas,” starring Sandra Echeverria. The innovative digital strategy provides viewers and novela fans with a fully interactive SocialTV storytelling experience on a nightly basis, generating interest and tune-in among existing fans and “friends” of fans.

“This SocialTV activation for our newest production is a great collaboration with Telemundo Studios,” said Peter Blacker, executive vice president, digital media and emerging business, Telemundo Media.

“It provides our viewers and novela fans with direct engagement and interactive access to our talent in ways that enhance their overall entertainment experience using the social media vehicles that are now part of the fabric of everyday life,” added Borja Perez, vice president, digital media and integrated solutions, Telemundo Media.

To promote the launch of the anticipated novela, Telemundo hosted a 30-minute live Facebook video chat from the set of “Relaciones Peligrosas” on January 20, featuring talent from the novela, including Sandra Echeverria, Ana Layevska and Carlos Ferro, among others. The premiere episode of the novela will air first on Club de Noveleras, the network’s official telenovela fan club. To encourage “must tweet TV,” the official hashtag of the novela will appear on-air throughout the novela. In a first for Telemundo, the novela premiered via VOD prior to the television launch.

Additional highlights of the social media strategy include 16 “character” Twitter handles managed by the social media team that will send nightly tweets live during both East and West Coast television broadcasts, the content of these tweets relate directly to on-air events, as they were prepared by the writers team of the novela. The social conversation will continue throughout the course of the novela by using Facebook, Twitter and YouTube as the main social vehicles. To engage fans during the first episode, a social premiere party will be hosted with the entire cast of the novela, incorporating YouTube videos of talent answering fan questions, tweets with “best quotes” from episodes for fans to re-tweet, and much more.

Promotional support of the new social media strategy is being provided by Telemundo programs, “Levantate,” “Al Rojo Vivo,” the social media profiles and accounts of the talent, as well as the network’s own social media vehicles. In addition, promotion through exclusive content is being seeded on MSN and YouTube.

“Relaciones Peligrosas” is a story about interpersonal dynamics between parents, students and teachers in an urban area high school and their stories of love, loss and conflict. This is a compelling drama based on a groundbreaking Spanish series, now adapted by Telemundo and crafted specifically for the U.S. Hispanic audience.