Univision Forms Transmedia Partnership with Toyota

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NEW YORK: Univision Communications and Toyota have inked a new deal that will see Toyota vehicles being integrated into the new Televisa telenovela Lo Que La Vida Me Robo.

The transmedia agreement will bring the story line to online, mobile and social platforms. It will feature such exclusive content as news, gossip, photos, videos and polls, as well as interactive opportunities, including digital correspondence with the show's main characters. Real-time content will be available through the bilingual UVideos digital video app.

Lo Que La Vida Me Robo premiered on the Univision Network on November 18.

"Our goal is to deliver the most compelling and engaging content, across all screens, while creating a super-charged, effective marketing platform for our clients who recognize that for super-fans, passive viewing and complementary second-screen content is no longer enough," said Keith Turner, the president of advertising sales and marketing at Univision Communications. "We are committed to a transmedia approach that is completely immersive and interactive, and believe it will create new incremental value for our clients."

"Latino consumers spend a great deal of their time moving from screen to screen on multiple devices, making connections and sharing their viewpoints along the way," noted Dionne Colvin, the national marketing media manager for Toyota. "This is a terrific opportunity to connect with this audience in a way that reflects how they live life. Consumers will also be able to see the all-new 2014 Tundra in action in rural and urban settings, just as many Tundra owners experience the vehicle every day."

"We continually ask our media partners to push the envelope and Univision delivered in a big way for this initiative," added Brett Dennis, the chief media communications officer at Conill, Toyota's Hispanic communications partner. "This is a first to market opportunity on a platform that evolves content across channels in the same way that our Tundra target consumes media. We will have an incredibly broad array of connection points to bring the brand into the conversations happening all around us."