Toyota gives fans of Los Herederos Del Monte branded Online Destination.

Telemundo Communications Group announced that the network has partnered with Conill on a new multiplatform marketing campaign for Toyota, celebrating the fans of the network’s original primetime telenovela, “Los Herederos Del Monte” (The Del Monte Heirs).

“This innovative campaign makes watching ‘Los Herederos Del Monte’ on television a truly interactive experience and provides the audience with a virtual viewing party each night,” said Jacqueline Hernández, Chief Operating Officer, Telemundo. “In partnership with Conill and Toyota, we have an exciting opportunity to engage with our ‘viewers across multiple screens and bring them into the world of ‘Los Herederos Del Monte’ through a unique ‘Somos Muchos’ integration.”

Inspired by its “Somos Muchos” (We Are Many) social media campaign, Toyota is giving fans of “Los Herederos Del Monte” the opportunity to become part of the movement and interact with other fans through a multiplatform initiative launching April 12, 2011. Once a week for four weeks, fans that join the movement via branded online and mobile destinations on Telemundo.com will be celebrated through an innovative 15-second co-branded sequence. Airing at the conclusion of an episode, the sequence appears to be scrolling production credits, which are actually the names of those who participated, reinforcing Toyota’s message of “We Are Many.”

Visitors will enjoy exclusive telenovela content, including interviews, photo galleries, and additional video that will include Toyota integrations. Fans will be able to interact through a Twitter hashtag dedicated to the initiative, creating a virtual viewing party each night. In addition, viewers can visit Toyota’s Facebook page (www.facebook.com/toyotalatino) to order their free co-branded “Somos Muchos Viendo Los Herederos del Monte…Somos Muchos Toyota” decals.

The campaign culminates on-air during an episode of “Los Herederos Del Monte” when the fan base impacts the telenovela through an innovative witness stunt. A character will look at the camera after taking a controversial action, as if everyone were watching them, and text relevant to “Somos Muchos” will appear on the screen briefly before the telenovela resumes.

“By embedding the campaign message directly into the fabric of the show, we were able to build a deeper level of intimacy between the brand and the audience,” said Pablo Buffagni, Chief Creative Officer, Conill. “As usual, our partners at Telemundo did a terrific job of helping us transform vision 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.