Telemundo and T-Mobile partner on 360 effort on Los Herederos Del Monte.

Telemundo Communications Group announced that the network has partnered with T-Mobile USA, Inc. on a 360° campaign centered on Telemundo’s original telenovela “Los Herederos Del Monte”.

Developed by Conill, T-Mobile’s Hispanic marketing agency, the campaign highlights the carrier’s 4G network through a series of integrations that emphasize the speed of video sharing capabilities. Building upon the telenovela’s integration of T-Mobile products into the production, the new campaign will feature three scenarios in which a character from the telenovela uses a T-Mobile phone to capture a video. The videos may be exclusive or may appear in a future episode, depending on storyline development. Adjacent call-to-action spots will offer viewers the keyword needed to see the video immediately and before anyone else on their smartphones. “Los Herederos Del Monte” will also feature two in-episode active MMS video sharing integrations during the campaign.

The campaign is supplemented by “scoop” videos. On-air call-to-action spots during select evening episodes will ask viewers to send a keyword to a short code via SMS. At the end of the episode, viewers will receive a link to an exclusive video preview of a scene from the next episode. Scoop videos are scheduled to begin on Friday, April 8 and will be offered seven times over the course of the campaign.

“Producing and owning our own content allows us to present a range of multiplatform integration opportunities to partners and to identify the most appropriate marketing solutions to reach the full spectrum of U.S. Hispanics,” said Jacqueline Hernández, Chief Operating Officer, Telemundo. “This campaign with T-Mobile enables ‘Los Herederos Del Monte’ ‘viewsers’ to experience the benefits of T-Mobile while watching their favorite novela characters.”

Viewers will be introduced to the campaign through an on-air promo notifying viewers about access to exclusive videos and previews of future episodes of “Los Herederos Del Monte” provided by T-Mobile.

T-Mobile will also have branded online and mobile destinations that will house all of the campaign’s content after it hits the air.

“We are taking product integration to an entirely new level by combining TV, mobile and digital into a single execution based on a great feature set that will appeal to consumers,” said Pablo Buffagni, Chief Creative Officer, Conill. “The idea extends the notion of integration by making the brand an active participant in the show’s mythology and giving users of that brand exclusive opportunities for interaction – building desire among intenders and affinity among users.

It was announced earlier this year that T-Mobile, in a category-exclusive deal, provided the latest smartphones to be organically integrated into “Los Herederos Del Monte,” including the T-Mobile myTouch 4G, the HTC HD2 and the Motorola Cliq XT.

“T-Mobile has consistently been on the leading edge of consumer engagement in the Hispanic marketplace, said Carlos Martinez, President, Conill. The coalescence of newer forms of engagement represents the path to the hearts of today’s consumers. We are delighted that Telemundo had the technical and creative flexibility to help us transform our ideas into reality.”

“Los Herederos Del Monte” tells the story of five adopted brothers whose lives take a tumultuous turn upon the unexpected arrival of a woman who has come to claim her share of the estate after the passing of her father.