Chevrolet, State Farm, JCPenney, Target, McDonald’s and Wrigley’s Orbit Gum are the major brand sponsors of Univision’s 5th annual Premios Juventud youth awards show, which will air live from Miami Beach tonight (July 17) at 7 p.m. E.T.
In addition to on-air commercials, the advertisers will have other integrations in the show. Chevy vehicles will line the Green Carpet as celebrities arrive, along with Chevy signage. Chevy will also air 10 commercials during the telecast.
The arrival area will be labeled La Interseccion de Tu Vida (The Intersection of your Life) State Farm Arrivals Area, featuring State Farm’s Red Dot Campaign. State Farm is also the sponsor of a special section on Univision.com’s Premios Juventud mini-site that will give users a chance to watch behind-the-scenes moments of the stars.
JCPenney is the underwriter and sponsor of three scholarships for youth programs in music, sports and journalism and the winners will be announced during the show. JCPenny is also the sponsor of the pre-show on-site VIP event, and will launch a new back-to-school creative ad campaign with on-air commercials during the show.
Target has partnered with Univision to create the Diary of the PJ Blogger, a contest in which two winners were selected to attend the show and to blog about their experiences while being followed by a camera. Their diaries and the videos of their night will be posted on the Univision mini-site.
McDonalds and Wrigley’s Orbit will also be prominently featured with billboards, and both will air commercials throughout the show.
“We’re committed to creating innovative opportunities that are tailored to meet our clients’ needs and the ways we’ve been able to seamlessly integrate brands into this show are testament to that,” said David Lawenda, president of ad sales and marketing for Univision.