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Product Placement Big In Telenovelas

Viewers who watched Telemundo's telenovela "Mi Corazón Insiste" saw a new type of cliffhanger last week. It directed them to a Web site with exclusive content sponsored by JPMorgan Chase. Both Telemundo and Univision, are lining up more ad opportunities to incorporate products into their telenovelas. The twist is the campaigns take the products from the telenovela to the Web and mobile devices. In the Corazón campaign, viewers can watch "webvelas" featuring parallel story lines with original content.

The mini-Web series, which will be called "Y Vuelvo a Ti," features the characters paying for a meal using a Chase debit card or using a Chase ATM. Then viewers can visit a Chase microsite, follow the series on Facebook and download music from the Chase spots.

Because of the partnership with Televisa, Univision can now work on product placement in Televisa-produced content. At the upfront, Univision reported commercial sales between $1.7 billion and $1.8 billion.



Read the whole story at The New York Times »

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