Telemundo Media announced today that Allstate Insurance Company, Caress and Volkswagen of America Inc. are among the featured sponsors lined up for its first-ever PREMIOS TU MUNDO (Your World Awards) awards show to air live tonight at 8 pm ET from the Fillmore Miami Beach at the Jackie Gleason Theatre in Miami Beach, FL. Hosted by telenovela superstars Gaby Espino and Rafael Amaya, and featuring top music performers Jencarlos Canela and Jesse & Joy, as well as Marlene Favela, the star-studded awards special will offer customized on-air and social media brand integrations for its main sponsors.Integrations include Allstate's sponsorship of the blue carpet and the appearance of its character “La Mala Suerte” (Mr. Bad Luck) from its Spanish-language advertising campaign, presenting the "El Mejor Momento de la Mala Suerte" (The Best Moment of Bad Luck) award; Caress's "Camara Divina" (Divine Camera) pre-show segments featuring the most beautiful female celebrities from the arrivals carpet; and Volkswagen's celebrity integration with Telemundo's 12 Corazones host, Penelope Menchaca.
A first in Spanish-language television, viewers will be asked to tweet to support their favorite celebrity of the night using the #premiostumundo hashtag on Twitter during the award show. The night will culminate with one of the celebrity attendees being presented with the “El Favorito De La Noche” (The Favorite of the Night) award.
Fans from all over the country have already submitted nearly five million votes online at www.premiostumundo.com and through Telemundo's entertainment iPhone App, selecting their favorite television shows, actors and actresses, movies, music, athletes and stars among 25 categories.
“Music, entertainment and social media are major passion points for our audience,” said Dan Lovinger, Executive Vice President of Advertising Sales & Integrated Marketing, Telemundo. “‘Premios Tu Mundo’ offers our partners a tent pole special to fuse all of these categories together and tap into our engaged audience in an interactive and relevant way.”
Details of the sponsorships are as follows:
Allstate will sponsor the PREMIOS TU MUNDO blue carpet, a twist on the traditional red carpet with “La Mala Suerte,” whose presence creates a series of misfortunes that are meant to remind consumers of what can go wrong and the protection that Allstate can provide when accidents do occur. These series of misfortunes will take place throughout the awards show and will be featured in branded bumpers titled “La Mala Suerte Strikes Again,” which will air throughout the broadcast. Allstate will present the “El Mejor Momento de la Mala Suerte” custom interactive category where “La Mala Suerte” will assist in presenting the award.
Allstate also is the exclusive online and mobile sponsor of “El Mejor Momento de Mala Suerte” custom category and the Tu Mundo VIP Lounge, which includes exclusive content from back stage and the show. Additional elements include sponsored SMS Alerts, Facebook and Twitter promotion, and cross promotion efforts with MiAllstate.com and “La Mala Suerte” Facebook page. Allstate also is the sponsor of the PREMIOS TU MUNDO VOD content.
Caress will sponsor the “Camara Divina” pre-show on the blue carpet featuring the most fabulous celebrities from the carpet arrivals, showcasing the trendiest fashion looks. Online extensions of “Camara Divina” also will feature a ranking tool that will allow users to choose their top “Divina” moments of the evening, watch made-for-digital interviews with celebrities, bonus clips and behind-the-scene footage on www.telemundo.com.
Volkswagen of America, Inc. will sponsor “Penelope’s Road to Premios Tu Mundo,” a two-part branded vignette series featuring Penelope Menchaca driving a Volkswagen Jetta TDI Clean Diesel as she prepares for the big night and makes her entrance on the blue carpet. Cameras will follow Menchaca who will encourage viewers to vote online at www.premiostumundo.com in the first and second vignette as she goes on a shopping spree. Viewers also can engage in the action by following PREMIOS TU MUNDO on Twitter (@premiostumundo) and liking the official Facebook page www.facebook.com/premiostumundo. On-air viewers will be reminded to tweet and comment about their favorite attendee of the night via SocialTV integrations. Each bump will showcase who is trending as “El Favorito de la Noche” (The Night’s Favorite) and will include VW branding. Volkswagen of America is the official online and mobile sponsor of all blue carpet coverage and “El Favorito de la Noche.” Viewers also can visit the “Moda” (fashion) section of the page, which will feature celebrity looks and invite fans to comment and vote for best and worst dressed of the night. Its sponsorship also includes social polling and quizzes, as well as the Telemundo Entertainment App. Volkswagen of America produced various mobile ads in support of this integration on its mobile website, http://m.vw.com/es/hi/.
PREMIOS TU MUNDO is a musical spectacular event that celebrates pop culture and combines the power of television, web, mobile and social media platforms to give fans the final say in what’s hot in everything that moves and inspires them, including novelas, music, fashion, movies and sports. Nominees for the 2012 PREMIOS TU MUNDO were selected from May 2011 through May 2012 by a panel of industry professionals.
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