Univision has signed four new sponsors for its annual Latin music awards special Premio lo Nuestro a la Musica Latina. The three-hour program airs on the network tonight in prime time.
Comcast and Subway, both new sponsors, and returning advertiser T-Mobile go beyond spots with multiplatform and/or custom integrations.
Comcast has signed up for two online segments, including "You Ask," where some of the artists on the special are seen backstage answering questions submitted by fans. The cable company will also sponsor an online trivia segment.
Subway is backing a pre-show red-carpet event where one winner will be selected to receive VIP tickets to the main event.
T-Mobile will also have a presence at the red-carpet event, dubbed "Noche de Estrellas" ("Night of the Stars"), where the marketer's myTouch 3G phone will be showcased.
The two other new sponsors are Honda and Paramount, while returning advertisers include Anheuser-Busch, JC Penney, McDonald's and State Farm Insurance.
"Our marketing partners are leveraging the strength of Univision's television and interactive properties to reach consumers tuning in for one of the most celebrated nights of Latin music, said David Lawenda, the network's president of advertising sales and marketing.