Telemundo, Chevy Partner for Novela Integration

Telemundo Communications Group announced Wednesday (Oct. 22) a partnership with Chevrolet to integrate the all-new Chevy Malibu into the recently premiered prime-time novela, El Rostro de Analia.

In a first for Spanish-language TV, Chevrolet will be integrated in the opening credits. The Malibu will also appear throughout the course of the telenovela, as well as digitally on the Web. To organically integrate the Chevy Malibu into the storyline, the car becomes a character unto itself and is closely associated with the El Rostro de Analia character Isabel.

“We are thrilled to be a part of this unique opportunity that allows the Malibu to be integrated into the storyline, and truly engage Latino viewers,” said Mauricio Becerra, Chevrolet multicultural marketing manager.

Telemundo first pitched its product integration approach, dubbed “Concept Integration Model” during the 2008 upfront.

“This is a great opportunity for us to utilize our original content to seamlessly showcase the Chevy Malibu and enhance the :30 second unit, which will then highlight the key elements of the Malibu,” said Michael Rodriguez, senior vp of network sales and marketing for
Telemundo. “These two different ways of showcasing the Malibu to the Hispanic audience makes Telemundo’s marketing platform unique.”

The Monday premiere of El Rostro de Analia drew an audience of over 1 million Adults 18-49 with a 26 share among Spanish-language broadcasting for the top-rated premiere in its time period, according to Nielsen.