Telemundo Media announced two major branded entertainment agreements with T-Mobile and Toyota for its hit telenovela “Pasión Prohibida.” Both partnerships continue to build on the creative legacy between the two marketers and Telemundo Media, who once again will break new ground to deliver their messaging through innovation around telenovelas by bringing the novela characters into the branded entertainment multiplatform campaigns. Both efforts were developed by Conill, the advertising and media agency partner for T-Mobile and Toyota.
“Telemundo is always looking for ways to deepen our passionate bond with our telenovela fans beyond the television screen and across all platforms,” said Jacqueline Hernandez, Chief Operating Officer, Telemundo Media. “These partnerships speak to the dynamic demographic group of more than 33 million U.S. Hispanic internet users and their growing appetite for content and engagement. This innovative and interactive 24/7 experience brings ‘Pasión Prohibida’ right to them whenever and wherever they are, in their hands on their mobile devices.”
As the exclusive wireless sponsor, T-Mobile will empower lead novela characters Bruno Hurtado and Bianca Santillana to become real social media personas, enabling fans to follow their every move and expanding their experience from a one-hour broadcast to a 24/7 telenovela. Bruno and Bianca will interact on a daily basis with fans and with each other, posting status updates, feelings, thoughts and pictures via Facebook, Twitter and Instagram, granting fans unprecedented access to these characters. In-show integrations featuring T-Mobile devices such as the Samsung Galaxy SIII will also have a direct impact to what is happening real time across Bruno and Bianca’s social media pages. In addition, promotional spots will ask viewers to follow their favorite characters 24/7, something T-Mobile customers can now do without overages on T-Mobile’s advanced nationwide network.
As the exclusive automotive sponsor, Toyota vehicles – Highlander, Camry, Corolla and Prius – will be strategically integrated throughout the novela. In addition, Toyota Highlander’s messaging – “It will keep all of your stories. And all of its versions”- will come to life in the Telemundo first-ever “blended ad”—where characters are integrated into the ad campaign. Fans of the show will be treated to a unique “two sides of the story” experience where they will witness their favorite characters’ perspectives of the same situation. After the scenes air, Toyota will encourage viewers to go to Toyota’s branded tab in “Pasion Prohibida’s” Facebook page, where they can see both points of view and uncover what really happened in the scene.
“We’ve felt strongly about the power of integration to inspire people to bring brands into their conversations for some time now,” said Ross Ludwig, Executive Creative Director of Conill. “We are delighted that our partners at Telemundo were able to accommodate the full scope of our ideas to infuse our clients’ brands into the fabric of the show. It’s exciting that we’re now taking this a step further and bringing fictional characters to life outside of the television environment.”
“Pasión Prohibida,” an adaptation of renowned writer Juan Camilo Ferrand (“Pablo Escobar,”“El Patrón del Mal”), is a telenovela that tells the story of Bianca Santillana (Monica Spear), a beautiful woman who becomes a victim of her own revenge. It airs Monday to Friday 8pm ET/7pm CT on Telemundo.