Telemundo Finds Brand Partners for New Competition Yo Soy El Artista

MIAMI: Telemundo has teamed up with Toyota, Revlon and T-Mobile for a multiplatform sponsorship initiative in support of the upcoming reality competition series Yo Soy El Artista.

Toyota’s deal with the network will involve organically placed integrations of its Camry and Prius car models with the show’s 13-episode run. Toyota will also sponsor branded vignettes chronicling each contestant’s journey, as well as cross-promotional segments on other Telemundo shows such as Suelta La Sopa and Un Nuevo Día. Additionally, the partnership will feature digital components, including a Twitter Amplify program.

Meanwhile, Revlon will act as the contest’s official beauty sponsor, with its Revlon Luxurious ColorSilk Buttercream product being prominently featured. A three-episode challenge on the show will see the contestants create and perform a Revlon-themed song, with the network producing a music video of the song. There will also be a Revlon-branded digital hub dedicated to the song’s creation, along with other content.

Finally, T-Mobile has signed up as the program’s exclusive wireless sponsor and official voting partner. The company will be in charge of on-air and digital integrations, and will sponsor a segment during the School of Music phase where contestants will be rewarded for improving their performance with the opportunity to speak to their families and friends.

The reality competition premieres September 14 and will air simultaneously in the U.S. and throughout Latin America on the cable networks E! and Telemundo Internacional.

“At Telemundo, we are dedicated to delivering to our audience the most compelling and cutting-edge reality programming on television,” said Mike Rosen, the executive VP of advertising sales for NBCUniversal Hispanic Group. “Our partnerships with Toyota, T-Mobile and Revlon will introduce a brand-new take on the music competition format, with unique and unprecedented opportunities to connect with consumers as they join us in our quest to discover the world’s next great performing artist.”