Univision has lined up three marquee sponsors for its upcoming competition series Mira Quién Baila (Look Who’s Dancing), cutting the rug with Chevrolet, Target and AT&T.
Each of the clients will be integrated throughout the series’ run across Univision’s linear TV, online and mobile platforms. The executions are designed to add to the show’s narrative arc; for example, the automaker will be featured by way of a “Chevrolet Immunity Pass” that will grant immunity from elimination to one couple per week.
Moreover, as the 10 dancers compete in various programs (tango, paso doble, samba), each style of movement will be juxtaposed with an analogous Chevrolet brand. In other words, if the contestants are engaged in a lively, vivacious paso doble, viewers will get an eyeful of one of the sportier Chevrolet models.
The retailer will enjoy a good deal of screen time as the sponsor of the “Centro de Belleza de Target” (“Target Beauty Center”), a backstage lounge where contestants will be interviewed prior to each performance. The staging area will be stocked with a number of Target beauty products.
For its part, AT&T will sponsor Univision.com’s mobile site, where fans can stream profiles, interviews and exclusive behind-the-scenes video of the contestants and their 10 celebrity partners. AT&T wireless subscribers also will be able to vote for their favorite contestants via the provider’s SMS/text messaging services.
The telco is also backing a co-branded sweepstakes. Per terms of the deal, AT&T will foot the bill for an all-expenses-paid trip for two to the series’ grand finale and a cash prize of $15,000. AT&T will also contribute the $50,000 ¡MQB! purse, which will be distributed to the winning partners’ charity of choice upon completion of the season’s run.
As couples are eliminated over the course of the competition, another $50,000 will be distributed for the benefit of nine other nonprofit organizations.
Hosted by radio personality Javier Poza and the Venezuelan model-actress Chiquinquira Delgado, the show bows Sunday, Sept. 12 at 8 p.m. Stateside viewers may recognize some of the male celebrity dance partners, a roster that includes 48-year-old middleweight boxer Hector “Macho Man” Comacho and singer-songwriter Jon Secada.
The series is co-produced by Univision Studios and Endemol.