Post Foods is increasing its TV branded entertainment efforts around Univision's high-rated longtime music award show "Premio Lo Nuestro."
The new marketing effort will include a music tour produced by Univision called "El Tour Positivo" -- a multicity concerts series where Post's Honey Bunches of Oats will be the major branded sponsor.
Attached to this tour will be branded original content airing on Univision, as well as the UniMás and Galavisión networks and Univision Radio in each market. Each concert will feature top Latin music artists.
The three-hour "Premio Lo Nuestro" broadcast of the 25th annual edition will air live in Miami on February 21.
Univision will also get major off-line marketing exposure for its upcoming youth music show "Premios Juventud" on some 4 million boxes of Post Foods cereals, featuring Aarón Díaz, who stars in Univision's novelas "Teresa" and "El Talismán."
Díaz will host the award show's red carpet with a live interview, followed by a 30-second vignette touting a national sweepstakes, in which a winner will get a trip to Miami for Univision's "Premios Juventud" Youth Awards. The sweepstakes will be featured on over 4 million Honey Bunches of Oats and Honey Roasted and Almond cereals.
Last year's "Premio Lo Nuestro" on Feb. 16 got an average 5.6 million viewers. Univision on that night was rated No. 2 among all broadcasters among 18-34 viewers and third among all broadcasters among 18-49 viewers.