For the digital initiative, online and mobile audiences were invited to vote and comment on 20 different categories based on Telemundo novelas. The voting took place June 2 to 16 on the internet and over mobile devices, and was shareable via Facebook, Twitter and other social media platforms.
Allstate has been involved with all phases of the initiative. They are the exclusive sponsor and have co-branded content and video sponsorship.
The awards focus on audience favorites from Telemundo novelas ranging from "Best Actor" to "Best Kiss" to "Best Action Scene." Working directly with Allstate on the creation of these new awards, a special custom category, "Mejor Momento de Mala Suerte" ("Best Bad Luck Moment"), was developed to complement Allstate's Hispanic marketing campaign, "Mala Suerte," which shows how Allstate helps customers when bad things happen.
A nominee celebration event took place at Telemundo Studios in Miami on June 9, where novela stars, directors and producers had a chance to speak to their fans via social media networks to encourage voting. The winners will be announced on June 30, and the digital initiative will culminate with a "made for broadband show" that will highlight each of the winners and include special video messages to their fan bases online.
The program will be available on Telemundo.com/Premios and will be promoted on Telemundo.com, Telemundo, MSN Latino and Telemundo's new iPhone application, the Telemundo Novela App.--Tanya Irwin