Azteca America partners with Western Union on RPM

Azteca America, which announced at its Upfront last month that it would be incorporating Real-Time Participatory Media (RPM) into its programming, has signed its first sponsor for the service. Western Union, a leader in global payments services, has kicked off a two-week promotion — tied to Mother’s Day — that showcases Azteca’s capability to deliver high-level engagement between viewers and shows. The deal was announced by Craig Geller, Executive Vice President, Network Sales and Digital, Azteca America.

Western Union is sponsoring RPM activities during “Escape Perfecto,” which airs during Azteca America’s popular 7 PM family game show hour, “La Hora Ganadora.” Starting May 4th, viewers were invited to participate in “Celebrando a Mama,” and answered Mother’s Day-themed trivia where they were asked: “What was the best gift you gave your mother?” After viewers responded, the show hosts closed the segment with stories about their most cherished moments with their own moms. Western Union’s sponsorship includes a branded quiz capsule, Western Union logo placement and a 30-second Western Union TV spot.

“We are excited to be launching RPM on Azteca America with a brand as prestigious as Western Union,” said Geller. “Western Union recognizes the audience that Azteca delivers and the added benefits RPM brings in creating a more engaging TV experience that connects in an experiential way with their consumer.”

“We know that many of our customers have very special and deep connections with their moms, even if they can’t be physically together on Mother’s Day,” said Mike Hafer, Senior Vice President of U.S. Marketing, Product and Field Execution, “We feel proud to be a part of the moment when they send their love to Mom through a gift via Western Union, and through our sponsorship with Azteca America we hope to get the word out about the diverse service offerings we have for consumers.”

RPM will become an increasingly valuable asset for Azteca America as it begins to integrate the service into its game shows and adventure reality programs. As a network, Azteca, which is the fastest-growing Spanish language network in the U.S., is investing in more engaging and interactive ways to connect with viewers in an entertaining trivia environment that continues to evolve with the changing marketplace and the future of digital marketing.