Univision announces sponsors of ‘Arranque de Pasión, La Historia de Ela’.

Univision Communications Inc. announced its sponsors for its highly anticipated original web series “Arranque de Pasión, La Historia de Ela,” written and directed by Gazcón Fazi and produced exclusively for Univision’s online and mobile properties. As integrated sponsors, Mary Kay, MetroPCS, State Farm® and Western Union will be featured throughout the web series, which premieres on April 1, 2013 at midnight ET on Univision.com/ArranqueDePasion.
“As Univision continues to bring Hispanics stellar content across all platforms, this web series is yet another example of the unique and innovative solutions brands can use to deepen their engagement with Hispanics in the U.S.,” said Keith Turner, president of Sales and Marketing, Univision Communications Inc.
A co-production between Univision Studios and Kate Del Castillo Productions, Inc., “Arranque de Pasión, La Historia de Ela” will run as a series of five-to-seven minute webisodes released at midnight ET, beginning on April 1, every Monday, Wednesday and Friday. Starring internationally acclaimed television and motion picture actress Kate del Castillo (as Ela), as well as popular leading men Carlos Ponce (as Checo) and Christian Meier (as Jordi), the series is centered around Ela, an accomplished auto racing driver who encounters love, drama and competition on and off the track.
Mary Kay, MetroPCS, State Farm and Western Union will each be seamlessly integrated into the web series’ storyline and showcased on Univision’s online and mobile platforms, as well on the digital network UVideos.com. Univision Deportes will also be integrated into the “Arranque de Pasión, La Historia de Ela” storyline with a cameo by sportscasters Jorge Calvo, Alejandro Berry and Antonietta Collins.
Mary Kay is on board as a sponsor of Ela’s race team. As No. 63, Ela’s race car number celebrates Mary Kay’s 50year anniversary. It addition, the brand will be prominently featured in scenes where characters are using Mary Kay products. On Univision.com/ArranqueDePasion, Mary Kay makeup artists will share tips with viewers on how to replicate the characters’ looks which were established by Mary Kay.
Through its sponsorship of “Arranque de Pasión, La Historia de Ela,” MetroPCS will also have product placement opportunities with MetroPCS-issued Samsung GalaxyS III phones.”
State Farm will be the exclusive sponsor of “Checo’s Pit Stop” on Univision.com/ArranqueDePasion. Furthermore, a guest appearance from a State Farm agent will be organically woven into the web series.
Western Union is on board as a sponsor of Checo’s race team, and will also feature a scene where Ela transfers money using Western Union.

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