Telemundo said it has inked Allstate, Caress and Volkswagen as top-line sponsors for its new “Premios Tu Mundo” (Your World Awards) broadcast. The backers will have roles on-air and in
social media plays.
Allstate, with its blue brand color, will sponsor the blue carpet and its “La Mala Suerte” (Mr. Bad Luck) character. He is part of its Spanish-language campaign and will be integrated into the show, which will include helping to present an award.
Caress will air segments before the show with female celebrities arriving on the carpet. Volkswagen will be involved by linking with Telemundo personality Penelope Menchaca in vignettes, where she will be seen driving a Jetta to the event.
During the broadcast, the NBCUniversal network will encourage viewers to tweet support for favored celebs.
The awards show will honor actors, athletes, novelas, movies and others in 25 categories. Some 5 million votes have been submitted online and via an iPhone app.
“Music, entertainment and social media are major passion points for our audience,” stated Dan Lovinger, who heads sales at Telemundo, adding the awards show marks “a tentpole special to fuse all of these categories together and tap into our engaged audience in an interactive and relevant way.”
Allstate will sponsor text alerts as well as Facebook and Twitter extensions of the show. Caress will back digital extensions that include interviews and behind-the-scenes footage.