Beginning the night after the premiere, Telemundo will “tease” audiences daily across all its platforms by releasing significant story moments from that night, urging viewers not to miss the thrilling show live on Telemundo, Monday through Friday at 10pm/9C.
A first of its kind for Spanish-language television, the campaign will have the show’s stars, including renowned actress Kate del Castillo, posting key story points from each episode on their social accounts, “spoiling it” for those that did not watch the episode live. The ‘spoilers’ will also run across Telemundo’s social media platforms, as well as on air and in OOH platforms in key Hispanic markets.
“We are creating a campaign in which ‘spoilers’ are used to create a sense of urgency and FOMO among the show’s super fans,” said Karen Barroeta, Senior Vice President, Marketing and Creative at Telemundo. “This campaign will urge long-time fans and new audiences to engage in real-time viewing and encourage daily conversations around the experience of watching season two of ‘La Reina del Sur’.”
The innovative campaign hopes to spark engagement especially among the super fan base and create a sense of urgency around the return of the series, inviting viewers to experience the show in real-time and be part of the conversation following each episode.
Shot on location in eight countries, the return of “La Reina del Sur” is set eight years since powerful drug trafficker Teresa Mendoza disappeared into the U.S. Federal Witness Protection Program after bringing down Mexican presidential candidate Epifanio Vargas. Hers is now a life of total anonymity in Italy as “Maria Dantes,” peacefully raising her daughter Sofia in the Tuscan village of Massa Marittima. However, her life takes an unexpected turn, and she will do the impossible to reclaim her throne as La Reina del Sur.
Created by Arturo Pérez-Reverte, “La Reina del Sur” Season 2 is written by Roberto Stopello, Juan Marcos Blanco, Miguel Ferrari, and Jose Miguel Nuñez. Marcos Santana is Executive Producer and Showrunner of the series, with Telemundo’s Martha Godoy and AG Studios’ Rodrigo Guerrero as Executive Producers. “La Reina del Sur” Season 2 is a co-production between Telemundo Global Studios and Netflix. Telemundo has the exclusive rights in the U.S. and Puerto Rico, and Netflix has the exclusive rights for the rest of the world for OTT.