• by David Goetzl , August 14, 2013

Telemundo will integrate Vine, the Twitter app that allows users to create short videos, into its broadcast of the “Premios Tu Mundo” Awards Aug. 15. The Spanish-language network will unveil the winner of one award through a Vine video, which must be 6 seconds or shorter, during the second annual show, which serves as an appreciation of Latino pop culture.

Also, TV personalities will serve as “Celebrity Viners” and offer videos from the Allstate-sponsored “blue carpet” before the show, while in an arrangement with People en Español, celebrities on the carpet will conduct 6-second interviews in a Vine Booth.

In addition to Vine, Telemundo is looking to boost social media interaction with the show via zeebox, which will allow access to video, including the People en Español interviews.

Twitter users will have the opportunity to vote for an award in real-time via tweets, with the winner announced at the conclusion of the two-hour broadcast. Users can also submit questions to be asked to celebrities on the blue carpet with tweets. 

Telemundo is also setting up a booth for celebrities to answer questions from fans generated from Instagram videos during rehearsals.

Meanwhile, Telemundo has signed Kraft as a new sponsor of the awards this year. The company will have an exclusive category role similar to Allstate, Volkswagen and L’Oréal.

Kraft is backing videos airing on Telemundo and mun2 leading up to the show featuring finalists in the “legendary actress” category.