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Diana Bañuelos of Gain: Were very happy to be associated with Telemundo and La Voz Kids on this innovative second screen
5 de agosto de 2013
PRODU spoke with Diana Bañuelos, brand manager for Gain, about the detergent brands new alliance with Telemundo, which invites viewers to watch an innovative social media activation during the broadcast of the TV talent contest La Voz Kids.As a brand were always looking for unique, effective ways to reach our consumers and we know that Hispanics are very active on digital spaces. So with that in mind, social media and digital platforms have become essential instruments for connecting our consumers with original-content entertainment Bañuelos said.”Were very happy to be associated with Telemundo and La Voz Kids on this innovative second screen: social media on live television she said.This was the first time in history that viewers could take part in making a TV commercial in real time via Facebook. The integration of the Gain brand in La Voz Kids increased brand affinity by 75 percent, while interest in purchasing rose by 88 percent, according to branded entertainment measurement industry leader iTVX.During the broadcast, viewers uploaded videos to social networks to get the chance to win a role in a live Gain commercial. Later when they visited the scene of the activation, participants could enjoy their moment of fame, as well as sharing it with their friends on Facebook.Telemundo delivers new and immersive experiences for our audiences across their favorite platforms and devices said Christine Escribano, senior VP of integrated marketing solutions at Telemundo Media.
