With T-Mobile’s help, Univision’s 25th Annual Latin Music Awards prepares for its most social broadcast ever

By Natan Edelsburg 

The award show that has helped launch the careers of Selena, Enrique Iglesias, Shakira, and Ricky Martin since its initial telecast, is preparing for its most social broadcast ever. Univision’s 25th annual “Premio Lo Nuestro” Latin Music Awards has secured Honda, Chevrolet, L’Oréal Paris, McDonald’s and Old Navy, and T-Mobile USA  as sponsors. Here’s how they’re working with T-Mobile to make the awards the most social broadcast yet.

T-Mobile’s role in the show is multi-faceted, and includes activating the magenta carpet along with the Fashion Post, a 360 view of celebrities as they enter the show. T-Mobile will also sponsor the Social Media Wall, a lounge backstage hosted by Miss Universe Amelia Vega who will report on the show’s social buzz. In celebration of its first year as presenting sponsor of “Premio Lo Nuestro,” Another social aspect with T-Mobile’s backing is a partnership with this year’s twice-nominated singing group, 3Ball MTY, who will be on-site during the event using T-Mobile devices to connect with fans.

Fans can join the conversation on Twitter via @premiolonuestro and by using the hashtag #PLN25, as well as share their favorite content and comment along with others on Facebook.com/premiolonuestroT-Mobile’s front-and-center role in the show is demonstrates their desire to make headway with a Latin American audience. According to Peter DeLuca, T-Mobile senior vice president of Brand and Advertising, “‘Premio Lo Nuestro’ provides an amazing platform for us to connect with our existing and new customers at the show in Miami and within the loyal Hispanic viewing audience.”

The show is set to air next Thursday, February 21, and is not limited in popularity to the Latin American audience. Last year’s broadcast catapulted Univision to the second-highest rated network that night among Adults 18-34, regardless of language.