Telemundo & Coca-Cola partner on the London 2012 Olympics.

Telemundo Media announced that it has signed a multimillion dollar partnership with Coca-Cola North America anchored on the theme, “Luchando Juntos” (Fighting the Good Fight), celebrating the American dream and timed to the upcoming London 2012 Olympic Games. The multi-network (Telemundo and mun2), multiplatform (on-air, online, and mobile) campaign features the personal Olympic journeys of Latino athletes, boxer Marlen Esparza and wrestler Henry Cejudo through original, interactive content.

The “Luchando Juntos” campaign aims to create a connection between the Olympic Games, Coca-Cola and Hispanic consumers, raise awareness and engagement among U.S. Hispanics, and generate excitement around the Olympic Games through an experiential 360° platform. The multi-network, multiplatform campaign will include extensive Olympic-themed content across Telemundo’s popular sports programming including “Titulares,” “Ritmo Deportivo” and “Titulares y Más,” as well as across Telemundo’s lifestyle and music programming “Nitido” and “Descontrol” with some of the biggest stories of the London 2012 Olympic Games, leading up to the Opening Ceremony and continuing post Olympics. To further deepen their brand commitment to sports, Coca-Cola sponsored key sports properties including coverage of the Mexican National Fútbol Team’s World Cup qualifying matches and the CONCACAF Olympic qualifier tournament. mun2 will contribute to Telemundo’s Olympic coverage from the mun2 Arena in London, also sponsored by Coca-Cola, which will capture the lifestyle, ambiance and experiential elements of the Olympic experience for the mun2 audience with a host live from London, in addition to an in-studio host in Miami.

On the digital front, an official Coca-Cola Olympic hub http://www.telemundo.com/luchandojuntos> on Telemundo.com http://Telemundo.com/> showcases the Coca-Cola Olympic anthem video featuring Grammy award- winning producer, Mark Ronson and popular Mexican band, Belanova with exclusive behind-the-scenes footage capturing Esparza and Cejudo’s journeys along with complementary editorial content featuring photo galleries and bios. The campaign also will live through cross-promotion across Telemundo Media’s social media footprint, leveraging the power of Telemundo’s Facebook fans and Twitter followers by providing users the ability to participate in customized polls and quizzes pertaining to the London 2012 Olympic Games that feature both Esparza and Cejudo.

Pre-Olympic and Olympic digital editorial coverage will highlight athlete-centric content, around Esparza and Cejudo and will house messages of support. Users are encouraged to use hashtag #luchandojuntos within their comments which will then be aggregated alongside Coca-Cola’s corporate social initiative #CheersTeamCoke, where messages of support appear on Coca-Cola’s Times Square billboard. Telemundo also will follow Esparza’s journey in London and will cross-promote her upcoming bouts via Facebook and Twitter. In addition, a complementary custom mobile WAP site has been created with mirrored-functionality for all on-the-go fans.

“The ‘Luchando Juntos’ collaboration with Coca-Cola, which celebrates our Olympic spirit and Hispanic athletes, is a great way to create an emotional connection for our passionate viewers to the Coca-Cola brand,” said Jacqueline Hernández, Chief Operating Officer, Telemundo Media. “This partnership embraces the unique American experience of Latinos in this country and the quest to turning dreams into reality through hard work, passion and perseverance, making us all united en ‘La Lucha.'”

“We are very proud to have Henry and Marlen as the ambassadors of our first-ever U.S. Hispanic Olympics marketing program and part of the Coca-Cola 8-pack of Olympic athletes. These athletes are real and authentic role models of healthy active living for our country’s youth,” said Reinaldo Padua, AVP Hispanic Marketing, Coca-Cola North America. “They are also a source of inspiration to our communities showing that, with hard work, dedication and support from their families, achieving their dreams is possible. Coca-Cola is proud to be ‘in their corner’ for these important moments in their careers.”
At 22 years old, Houston native, Esparza became the first American female boxer to qualify for the London 2012 Olympic Games, a major historic milestone as women’s boxing is coming to the Games for the first time.

Cejudo is a freestyle wrestler, Olympic gold medalist, and author. He became an Olympic gold medalist in 2008 at just 21 years of age, the youngest American wrestler to win a gold medal.

Telemundo media recently unveiled its plans for the London 2012 Olympic Games, outlining the most extensive Spanish-language Olympic coverage ever from July 25th through August 12th. Telemundo’s Olympic coverage will exceed 173 hours across multiple platforms including its national broadcast network, its digital and social media properties such as http://www.olimpiadastelemundo.com/> and http://www.deportestelemundo.com/> . Coverage will be live from both London and the network’s studios based in Miami, with an impressive roster of more than 20 on-air presenters, commentators, hosts and reporters including internationally acclaimed sportscaster Andrés Cantor, Emmy Award winner Jessi Losada, soccer guru Sammy Sadovnik, former Olympic athlete Manuel Sol, Costa Rican gold medalist in swimming, Claudia Poll, Chilean gold medalist in tennis, Nicolas Massu, Ecuadorian gold medalist in track and field, Jefferson Pérez and boxing world champion Erik Morales as well as Telemundo celebrities and reporters. In addition, Telemundo is putting together its largest-ever digital platform with an aggressive social media campaign and the first-ever online and mobile live-streaming of Olympic content in Spanish-language to provide a fully customized London 2012 Olympic Games experience for U.S. Hispanic users.