Telemundo Media signed Bud Light and Subway restaurants to the latest branded entertainment activations in its newest action-packed, original primetime telenovela “Corazón Valiente” (Fearless Heart), airing at 9pmET/8CT. Building on the success of prior integrated partnerships with Telemundo, Bud Light and Subway restaurants return to the network to bring their products to life through customized branded in-show experiences including characters consuming and enjoying Bud Light at key moments in the storyline and a plot highlighting Subway restaurants’ Fresh Fit menu and new breakfast offerings.
“Our original production model together with our experienced integrated marketing team allowed us to offer our clients highly-customized branded entertainment solutions in one of our highest-rated novelas,” said Dan Lovinger, Executive Vice President of Advertising Sales and Integrated Marketing for Telemundo Media. “We are proud to be collaborating closely with these diverse yet marquee lifestyle brands to find the right execution to meet their marketing needs.”
Understanding the importance of novelas to its Hispanic consumer, Bud Light will create brand awareness through strategically developed integrations that include Bud Light signage and organic product placement in scenes when key storyline developments take place.
In addition, Subway restaurants will leverage the novela’s unique plot to highlight its Fresh Fit menu offerings through a mix of integrations on set and on location. Integrations will range from environmental exposures to custom character interactions that feature Subway® restaurants products in the midst of the complex dynamics created by character relationships.
“Corazon Valiente” which stars Mexican actors Adriana Fonseca (Angela Valdez) and Jose Luis Resendez (Juan Marcos), centers on the lives of two childhood friends from different social classes who, due to an unforeseen tragic event, are forced to separate from each other. As adults the women reunite when they start working together as bodyguards, and they learn how to handle not only themselves in street fights, but also in the battlefields of love.