How Univision is making social TV an even bigger part of this year’s ‘Premios Juventud’

By Natan Edelsburg 

A year ago, Univision helped define social TV for big tent pole events with their content and activations around Premious Juventud on tonight at 8pm ET. With new platforms, more content and a social web that’s matured and grown since last year the network isn’t just launching a campaign, they’re changing how social affects the entire production. 

Recognizing how important fans are by appointed a social media DJ:

Bringing fans closer to the action, “‘Noche de Estrellas’ host Alejandra Espinoza will serve as the ‘Premios Juventud’ official social media host during the main show.” She “will get up close and personal with celebrities in attendance, asking fan questions submitted via social media and encouraging viewers to interact and vote.”

Partnering with Mashable’s Brian Hernandez for unprecedented reporting:

An exciting component will be incorporating Brian Hernandezfrom Mashable into the experience who will be using brand new technology to report on the event and interview celebrities.

We’ve planned some of the most compelling social TV plays that Univision’s delivered to date, including working with Mashable’s Associate Entertainment Editor Brian Hernandez whom will be equipped with the newest reporting technologies giving fans unprecedented access to the show,” said David Beck, senior vice president/general manager of Social Media at Univision.

Take social TV to the next level:

Here’s a breakdown of all the social media activity from the network. This event is sure to be bigger than ever before, as real-time voting and social content become part of the TV experience.

  • Social Voting – During the “Noche de Estrellas” arrivals, beginning at 7 p.m. ET/PT (6 p.m. Central), fans can join in on the Twitter chatter about who they believe is the night’s Best Dressed. At the end of the “Noche de Estrellas” special, Univision’s fashion correspondent and co-host of entertainment magazine “Sal y Pimienta” (Salt and Pepper), Rodner Figueroa will select six finalists– three females and three males – to be entered into the Best Dressed nominees. During the show, fans will have the opportunity to vote for their favorite male and female Best Dressed celebrity via Twitter using the hashtag #MejorVestido. The two winners will be unveiled LIVE during the last segment of the show.
    Twitter Mirror 
    – For the first time, Univision has implemented a Twitter Mirror where the evening’s winners can pose for a special picture on-stage once their names are called. Celebrities will then be able to Tweet their favorite photo out to their fans giving them exclusive access unlike ever before.
  • ·Summer Song 2013 – Fans have been given the opportunity to vote for their Summer Song 2013 via and by using the hashtags #pjiloveit, #pjsiteagarro and #pjmycorazon on Twitter. All songs will be performed on the show and the winner of the Summer Song 2013 will be unveiled LIVE during the telecast. The Summer Song 2013 will also become the official theme song promoting Univision’s summer line-up in a six-week Univision/UniMás summer promotional campaign.
  • Instagram & Facebook Celebrity Insider – Venezuelan pop duo, Chino y Nacho, will be the evening’s celebrity insider team photodocumenting the “Premios Juventud” experience on Instagram and Facebook.
  • Real-Time Truth or Dare Celebrity Q&A and Social Videos – Beginning now up until showtime, fans can Tweet, Vine and Instagram “Truth or Dares” for their favorite celebrities using the hashtag #PJVerdadoReto. Select Truth or Dare questions will be presented to celebrities during rehearsals leading up to the July 18 telecast.
  • Celebrity Arrivals Interviews –Fans can Tweet their questions to the stars during the carpet arrivals by using the hashtag #PJPregunta.  Chosen by the producers, the Tweets with questions will be featured on-screen and asked to the respective celebrity by Espinoza and other carpet hosts during the broadcast.
  • Social Shoutouts to the Stars – Viewer and celebrity Facebook and Twitter commentary will be shown on-screen throughout the telecast. Fans can comment on the show itself and congratulate winners using the hashtag #PremiosJuventud.
  • Countdown to 10th Birthday Beach Bash – The top moments in beauty, performances and musical debuts, among other exclusive content, are available on for fans to relive the awards show history. Trivia questions and photos as well as award show history factoids are revealed daily on @PremiosJuventud and on kicking off from the first broadcast in 2004 as a countdown to the telecast.
  • Battle of the Fan Clubs – Fans will also have the opportunity to show their support for their favorite celebrity helping to make them the most mentioned on social media using their name and #PremiosJuventud on Twitter, Instagram and Facebook.