MundoFox Attracts Toyota, L'Oreal Before TV Launch

Ad Age, Monday, June 18, 2012 10:42 AM
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MundoFox, the new U.S. Spanish-language network that debuts in August, will air a movie trailer for "Won't Back Down" -- a promotional effort by sister company 20th Century Fox, about two mothers trying to change an inner-city school. It will also run commercials from at least 12 charter advertisers, including L'Oreal, Toyota Sales USA and T-Mobile USA.

In addition to TV ads, client buys include custom "capsules" on air, Web chats with actors and actresses, integration with host segments around airings of movies, placement in prime-time shows and appearances in digital and social-media venues hosted by the network.

MundoFox has a strategy to attract more male viewers; it is airing “teleseries” that emulate action shows like “24” or “Bones.” Among the entries: "Kadabra," a high-action drama series is already popular in Spanish-language broadcasting, and "El Capo," a drug-cartel billed as the most expensive series ever made for TV in Colombia.


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