Univision Steps Up Brand Integration | Adweek Univision Steps Up Brand Integration | Adweek
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Univision Steps Up Brand Integration

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Univision Communications is seeking to take brand integration to another level with prime-time novela Eva Luna, which launches on its Univision network Monday and weaves no fewer than three General Motors vehicles into its story lines.

The first prime-time drama of the Spanish-language media giant's Univision Studios, produced in cooperation with Venevision International, Eva Luna also features Domino's Pizza and T-Mobile as brand integration partners, with all partners getting exposure on TV and online.

Univision has a long tradition of product integrations on such shows as Saturday night variety flagship Sabado Gigante, and it has vowed to do more of them and in new ways since launching its own production arm late last year.

It also eyes new integration opportunities as part of its recently expanded content deal and investment arrangement with Mexican media powerhouse Grupo Televisa, particularly as more marketers are looking to beef up their outreach to the growing Hispanic population in the U.S.

The GM arrangement for Eva Luna may be a sign of things to come as it treats vehicles like characters and provides a two-way integration of sorts.

On the show, Latin movie star Blanca Soto's protagonist Eva ends up working at an L.A. advertising agency and wins the Buick Regal account, and her team then creates a commercial for it. The spot, the first Spanish-language TV ad for the GM vehicle, will not only be part of the show, it will regularly air on Univision and sister networks TeleFutura and Galavision.

Two other GM vehicle brands, both Chevrolets, also will be featured and get distinct personalities. The Chevy Cruze will make appearances in key scenes of the love story between Eva and Daniel (novela heartthrob Guy Ecker), while the Chevy Traverse will play the role of a trusted companion helping Daniel and those closest to him at key moments.

"The breadth and depth of this partnership make it unique," said David Lawenda, Univision Communications president of ad sales and marketing. "We have just set a benchmark for what we can do in terms of integration in a prime-time dramatic production ... We worked with [GM] to really weave their vehicles into the storyline as key characters with vivid roles and distinct personalities."

The GM executive in charge also highlighted that while the car giant has bought ads and done integrations with Univision before, this deal has broken new ground.

"We have never done anything to this extent and depth," said Steve Tihanyi, general director, branded entertainment and marketing alliances at GM. "This is really a big step forward for us in terms of the [ever-growing] Hispanic audience and really connecting."

As part of that, GM also will be the exclusive auto sponsor of the Eva Luna site on www.univision.com and present the series' Moment of the Week there.

Said Tihanyi: "We wanted to elevate [this] to a whole new level of integration, way beyond product placement."

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