Telemundo, GMC & Yahoo!Telemundo.com kick-off ‘Gol a media cancha’ digital partnership.

Telemundo Communications Group announced it is teaming up with GMC, a major player in the automotive industry, and internet portal Yahoo! Telemundo on an exclusive multi-screen, multi-platform, branded entertainment partnership to launch an original digital series, “Gol de Media Cancha” (The Longshot), this August.

“Last month, we introduced our new and evolved Upfront approach, anchored on our original content programming strategy,” said Jacqueline Hernandez, Chief Operating Officer, Telemundo. “This new partnership with GMC represents yet another example of Telemundo’s unique sales proposition and value to our clients through customized integrated marketing and advertising solutions that only we can offer as a result of owning and producing our own content.”

At the core of this multi-platform initiative is “Gol de Media Cancha,” an original made-for-Broadband series consisting of twelve episodes in the format of a “reality series.” Telemundo teamed up with Miami FC, a professional soccer club, to follow the lives of eight aspiring soccer players who were cut during the Miami FC’s tryouts. Over the course of six weeks, the cameras will capture the amateurs as they work to improve their skills and impress the team’s coach. The best player will be granted the ultimate reward…a professional contract with Miami FC.

The GMC Sierra, a Full Size pick-up, will be integrated throughout the series with additional GMC branding featured throughout the digital experience. The aspiring players featured in “Gol de Media Cancha” and GMC’s Sierra possess many of the same qualities. Designed for individuals who hold themselves to high standards, the Sierra is a step above other Full Size trucks on the market. The aspiring players won’t give up their pursuit of excellence and much like the GMC Sierra, they must posses the “never say never” attitude to reach a “Nivel Professional.” It is these qualities that make GMC’s Sierra and “Gol de Media Cancha” a natural fit for a branded entertainment partnership.

The digital series will air online, and a custom site for “Gol de Media Cancha” will live on Yahoo! Telemundo.com with editorial support. Prior to the launch, Telemundo will air 30 second teasers to drive awareness for the series and 60 second series capsules consisting of 30 seconds of web content and 30 seconds of an adjacent brand spot. The series will also be integrated into two of Telemundo’s most popular sports shows, Titulares Telemundo and Titulares y Más.