Telemundo Taps Into Sponsors, Social Media Influencers For New Reality Series

Telemundo is embracing both traditional and nontraditional media to promote its newest reality show, "Yo Soy El Arista" (“I am the Artist”), premiering Sunday, Sept. 14. The series, similar to "American Idol" and "Rising Star," relies on social media chatter and celebrities to determine who will advance to the next round.

The Spanish-language network has exclusive integrated sponsorship deals with Toyota, Revlon and T-Mobile that are designed to be organically multiplatform.

Toyota's deal will follow the path of contestants from their hometowns to the finals and encourage viewers to engage with video content. Toyota will sponsor cross-promotional segments that will air on popular Telemundo series.

As the exclusive beauty sponsor, Revlon will develop multiplatform initiatives, including a three-episode challenge asking the aspiring artists to create and perform a Revlon-inspired song. Telemundo will then produce a music video to accompany the song that will premiere during a commercial break.

Transformation is key to Revlon's involvement, which will ultimately provide female contestants with beauty and style makeovers throughout the 13-episode run. A Revlon-branded digital hub, “Estilo de Artista” (Artist Style), will house exclusive footage from the in-show song challenge and style transformations, behind-the-scenes, before- and after- photos from the series, fan makeover photos, a rank-it-tool, co-branded banners and “Yo Soy El Artista” Facebook, Twitter and editorial promotions.

T-Mobile serves as the exclusive wireless sponsor and official voting partner. Active integrations will include T-Mobile influencers, LeJuan James and French bulldog YouTube music influencer DJ Mama, who will encourage viewers to participate and engage with the show, using the hashtag#LosRulBreikers. In fact, DJ Mama served as one of the influencers deciding the fate of contestants. T-Mobile will also be the exclusive sponsor of the "Accesso VIP" section within the show's digital platforms.

Telemundo is leveraging social media in a new way to support and develop a series. Last week, the Spanish network hosted #YoSoyelInfluencer, its first social media influencer summit, at which 100 influencers from Latin America and the U.S. came together Sept.3-4 at Universal Studios, Orlando, FL to leverage their unique expertise to discuss a variety of trends and issues in emerging media.

The event, organized in partnership with Hispanic YouTube channel LatinWe, allowed these influencers to join teen music star Austin Mahone to decide if the contestants will face the judges and the show’s host as they advance past the audition round.

At the same time, the summit was designed to help influencers become more influential. Attendees sat in morning panels and sessions on topics including navigating intellectual property rights to practical insights on how to monetize social networks. Featured guest speakers included top social media celebrities, executives from Twitter, Facebook and YouTube, as well as Telemundo personalities, and recording artists.

"These young social media stars will play a crucial role in determining who will take home the top prize and potentially become the world’s next great performing artist," said Peter Blacker, executive vice president of digital and emerging business, Telemundo. "In return, we wanted to develop a first of its kind summit, gathering all of these voices together, providing an inspiring forum that could assist them in advancing their own careers and enhancing their already-impressive online profiles."

These influencers were selected based on their impact and following on Twitter, Facebook, YouTube, Instagram and Vine. One participant, YuYa Mariand Castrejon, reaches over 200 million followers on her combined social media platforms. They received compensation similar to those participating in reality shows.

Still, Telemundo remains hands-off when it comes to these attendees promoting their involvement. The network is not requiring them to adhere to contracts specifying a certain number of blog posts or set number of tweets. "We are recommending hash tags or memes, but we elected to let them decide what they should do," says Blacker. "Otherwise, it wouldn't be organic, and we would just be pushing out a message." He adds that social media promotion begins much earlier than the network's traditional support.

Telemundo and Reset TV of Spain joined forces to own, develop, produce and internationally distribute this reality series. One of the key requirements to license the format will include hosting their own social media summit. "This is officially part of the show," says Blacker.

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