• Mediaweek, Tuesday, October 7, 2008 9:30 AM

Telemundo and Ford are trying to teach U.S. Hispanics about the importance of voting, using an ambitious multiplatform marketing program.

Ford sponsors the presidential debates on the network and runs ads during post-debate analysis. Ford also has a presence on political content on telemundoyahoo.com, the joint online partnership between Telemundo and Yahoo, and on the Web site for mun2, Telemundo's sister cable network. The auto company is also is sponsoring political news on Telemundo's mobile media in New York, Los Angeles, Miami, Chicago and Dallas.

Ford's TV ads on Telemundo and mun2 push viewers to the voting information on the other media outlets. "We are bringing this educational effort across every media platform we have, and are using every platform to drive people to the other platforms," says Jackie Hernandez, Telemundo COO.

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