MERCADEO Versión en español
Toyota and Univision announce brand-integration entertainment like never before
19 de noviembre de 2013
Conill, agencia récord de Toyota para comunicaciones hispanas negoció la integración y ofrecerá dirección creativa sobre el uso de vehículos
Toyota and Univision are giving their all to each other in an entertainment format that integrates Toyota vehicles into a new, highly awaited telenovela that will reach viewers across many platforms. Through this partnership, Toyota will present fans with exclusive content and memorable experiences, while communicating with them interactively through special integrated segments. Latino consumers spend a great deal of their time moving from screen to screen on multiple devices, making connections and sharing their viewpoints along the way, said Dionne Colvin, national marketing media manager at Toyota. This is a terrific opportunity to connect with this audience in a way that reflects how they live life.Our goal is to deliver the most compelling and engaging content, across all screens, while creating a super-charged, effective marketing platform for our clients who recognize that for super-fans, passive viewing and complementary second-screen content is no longer enough said Keith Turner, president of advertising sales and marketing at Univision Communications Inc. Toyota will not only own the experience, but it will also communicate with consumers through a second screen and social media. The capacity for non-stop interaction with consumers will go on continuously through segments sponsored on Univisions popular morning program Despierta America (Wake Up America), sponsored editorial content on www.novelasyseries.com, and continuous social gabbing via Pinterest, Facebook and Twitter.Conill, Toyotas agency of record for communications targeting Hispanics, negotiated the integration and will offer creative direction on the use of vehicles, as well as coordinating activities of social interaction throughout the campaign. “We continually ask our media partners to push the envelope and Univision delivered in a big way for this initiative” said Brett Dennis, the chief media communications officer at Conill.
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