Hyundai America has signed on as the presenting sponsor of the hit reality series "Secretos de Villanas."
Canela Media, a technology and innovation-driven media company for the Latino community, has partnered with the automaker for season two, which premiered Oct. 26.
Fans of the show will get a closer look at telenovela superstar villain Aylin Mujica in "A Day in the Life of Aylin," a new original short created by Canela Studios in partnership with Hyundai, which will air on Canela.TV.
The video features Mujica going about her day in a Hyundai Palisade SUV. Additionally, the partnership will also include several traditional spots within each episode and across Canela.TV’s digital and social portfolio.
Canela.TV and the show will help Hyundai to build positive, authentic brand associations and reach a consumer demographic critical to the automaker's growth, says Angela Zepeda,chief marketing officer, Hyundai Motor America.
The partnership will help Hyundai "authentically connect with Latina women," Zepeda says in a release.
Hispanics make up more than half of the multicultural market, and Hispanic women with significant buying power are on the front lines of purchasing decisions, says Oswald Méndez, chief marketing officer of Canela Media.
“Hyundai’s commitment to understanding and reaching this important audience through custom, branded content extensions of this hit show will entice fans to connect with and join Hyundai on their journey,” Méndez says in a release.
"Secretos de Villanas" brings together seven iconic telenovela villains as they embark on a luxurious vacation to a villa nestled in the mountains of British Columbia, Canada.