Telemundo Media announced that it has partnered with T-Mobile USA Inc. on a category-exclusive, 360° brand integration centered on the network’s reality competition, “Yo Me Llamo” (My Name Is), a reality talent competition in which the country’s most talented amateur singers and performers vie for $100,000 in cash and prizes by transforming themselves into their favorite musical icon. The show is hosted by novela superstar Gaby Espino and features a panel of three celebrity judges, including regional Mexican star Lupillo Rivera, renowned television host Penelope Menchaca and famous Mexican impersonator Sami. “Yo Me Llamo” (My Name Is) airs on Sunday at 9PM/8C on Telemundo.
As the exclusive wireless sponsor of “Yo Me Llamo,” T-Mobile connects with families and social media fans through a multi-media campaign that highlights its new Unlimited Nationwide 4G Data Plan, as well as its premium 4G smartphones. During the casting process, T-Mobile allowed participants to share with their friends and families the exciting news of being selected to be a contestant pursuing the $100,000 cash prize, which is sponsored in part by T-Mobile.
“We continue to look for new branded entertainment solutions that best combine broadcast, mobile and digital executions and leverage our ability to maximize our original content while reaching the broadest spectrum of U.S. Hispanics,” said Jacqueline Hernández, Chief Operating Officer, Telemundo. “This latest activation with T-Mobile enables our viewers to become an active participant in the show, creating more audience interaction with our programming and consumer engagement with T-Mobile’s products.”
By sponsoring the show’s voting mechanism, T-Mobile empowers fans to vote for their favorite performers while receiving extensive brand recognition within the broadcasts and within the show’s online and mobile destinations. In addition, T-Mobile customers have an enhanced voting experience through exclusive SMS voting.
“At T-Mobile, we are excited to continue our partnership with Telemundo to effectively reach our Latino consumers through a 360 integrated campaign,” noted Peter DeLuca, the wireless carrier’s Senior Vice President, Brand & Advertising. “‘Yo Me Llamo’ showcases T-Mobile’s unlimited data plan through broadcast, digital, mobile and social touchpoints, so viewers are able to not only learn about our unique position in the wireless market as offering the country’s sole 4G Nationwide Unlimited Data, but also to interact with our brand and the programming, which makes a greater impact.”
To complement the reality competition’s SocialTV strategy, T-Mobile smartphones are provided to contestants to facilitate their dialogue with fans, family and friends over social media. Contestants also have the ability to prepare for their transformations by streaming videos with T-Mobile’s fast 4G smartphones. Rounded out by in-show, out-of-show and digital promotional elements, T-Mobile’s participation in Telemundo’s reality competition allows the T-Mobile brand to connect and share with audiences across deep multi-media experiences.