U.S. HISPANIC
Telemundo partners with T-Mobile on 360° campaign for Los Herederos Del Monte
Maribel Ramos-Weiner| 31 de marzo de 2011
Los Herederos Del Monte
Telemundo Communications Group announced that the network has partnered with T-Mobile USA, Inc. on a 360° campaign centered on Telemundos original telenovela Los Herederos Del Monte. Developed by Conill, T-Mobiles Hispanic marketing agency, the campaign highlights the carriers 4G network through a series of integrations that emphasize the speed of video sharing capabilities. Producing and owning our own content allows us to present a range of multiplatform integration opportunities to partners and to identify the most appropriate marketing solutions to reach the full spectrum of U.S. Hispanics. This campaign with T-Mobile enables Los Herederos Del Monte viewers to experience the benefits of T-Mobile while watching their favorite novela characters, said Jacqueline Hernández, Chief Operating Officer, Telemundo.Building upon the telenovelas integration of T-Mobile products into the production, the new campaign will feature three scenarios in which a character from the telenovela uses a T-Mobile phone to capture a video. Los Herederos Del Monte will also feature two in-episode active MMS video sharing integrations during the campaign.The campaign is supplemented by scoop videos. On-air call-to-action spots during select evening episodes will ask viewers to send a keyword to a short code via SMS. At the end of the episode, viewers will receive a link to an exclusive video preview of a scene from the next episode. Scoop videos are scheduled to begin on Friday, April 8 and will be offered seven times over the course of the campaign.
