U.S. HISPANIC
Televisa Digital: Digital actions in La Doble Vida de Estela Carrillo will open the path to new dynamics
Maribel Ramos-Weiner| 25 de mayo de 2017
Clara Méndez, director of Product and Commercial Solutions at Televisa Digital
The production team of La Doble Vida de Estela Carrillo and Televisa Digital launched the first long-scope dynamic for a production, achieving excellent results. Clara Méndez, director of Product and Commercial Solutions at Televisa Digital, explained that this was the first experience of a set they are preparing.
The dynamic consisted of having composers and performers upload their songs dedicated to La Doble Vida de Estela Carrillo. The videos, available on Las Estrellas´ website, were judged by the audience, who voted for their favorite ones. Jocelyn Robles was the winner and her song was heard on the telenovela during its last episodes and the ending.
“This is an example of how television can be interactive. For us, it was very easy to do, because Rosy Ocampo and Eduardo Meza, as well as the entire team is very familiar with digital topics, besides, we already had the platform, the rest was to set it in motion. We are very happy and many more surprises are coming with other productions. The goal is for advertisers to join,” she assured.
During the time it was active, the contest generated 12 thousand votes. Likewise, the section where it was lodged, managed to have 10% of all the traffic of Las Estrellas’ site. Additionally,
58% of the visits were generated directly, i.e. users wrote the web address, which proves that the promotion was effective.
