November 19, 2013

Univision Communications Inc. and Toyota have announced a transmedia partnership that will include integration of Toyota vehicles into a new telenovela.
 
Through this partnership, Toyota is presenting sponsor of “Lo Que La Vida Me Robo,” which premieres on the Univision Network on Nov. 18, 2013.  Toyota will reach and influence millions of consumers across all platforms, including the Univision Network – the #1 broadcast network this summer among Adults 18-34 and 18-49, out-delivering ABC, CBS, NBC and FOX in both demographics.  Toyota will help deliver several months of exclusive content and memorable experiences to fans, while also reaching them through integrations, and special segments. Throughout the telenovelas run, “Lo Que La Vida Me Robo” fans will be able to step through the fourth wall of the primetime novela. Viewers will have ongoing digital correspondence with the main characters, becoming off-camera participants in every plot twist, becoming the first to receive exclusive content, news and gossip delivered via the UVideos second screen and social media platforms. This includes additional content, created by the show’s producers, across all screens and devices – from text and voice messages from the characters to exclusive photos, videos and polls.
 
“Our goal is to deliver the most compelling and engaging content, across all screens, while creating a super-charged, effective marketing platform for our clients who recognize that for super-fans, passive viewing and complementary second-screen content is no longer enough,” said Keith Turner, president, Advertising Sales and Marketing, Univision Communications Inc. “We are committed to a transmedia approach that is completely immersive and interactive, and believe it will create new incremental value for our clients.”
 
“Latino consumers spend a great deal of their time moving from screen to screen on multiple devices, making connections and sharing their viewpoints along the way,” said Dionne Colvin, National Marketing Media Manager, TOYOTA. “This is a terrific opportunity to connect with this audience in a way that reflects how they live life. Consumers will also be able to see the all-new 2014 Tundra in action in rural and urban settings, just as many Tundra owners experience the vehicle every day.”
 
This is part of a comprehensive, multi-platform campaign for Toyota across Univision’s portfolio.  Toyota not only owns the experience, but also reaches consumers via second screen and social media; the ability to continuously engage with consumers via sponsored segments on Univision’s popular morning show “Despierta America” (Wake Up America); sponsored editorial content at .novelasyseries.com; and continuous social chatter on Pinterest, Facebook and Twitter.
 
Toyota’s Hispanic communications partner, Conill, negotiated the integration and will provide creative direction on vehicle use and coordinate social engagement activities throughout the campaign. “We continually ask our media partners to push the envelope and Univision delivered in a big way for this initiative,” said Brett Dennis, Chief Media Communications Officer, Conill. “This is a first to market opportunity on a platform that evolves content across channels in the same way that our Tundra target consumes media. We will have an incredibly broad array of connection points to bring the brand into the conversations happening all around us.”
 
Univision worked closely with Televisa producers and writers to create content from the inception of the script adaptation.  During production, Univision and Televisa worked together on set to provide real-time content that will be shared via the bilingual UVideos digital video app – now available on more than 240 million connected devices.  UVideos will feature a co-branded Toyota/“Lo Que La Vida Me Robo” section that will be live throughout the novela’s run, inviting fans to select one of four central characters to follow for exclusive additional storyline info.  Users will receive the special exclusive content when logged into the app and only after they opt in to sync up with the Toyota experience.

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