Allstate and Telemundo create online awards show


It’s Telemundo’s first-ever broadband award show, “Allstate Presents Premios Telemundo Novelas.” For this digital initiative, handled by Tapestry, online and mobile audiences were invited to vote and comment on 20 different categories based on Telemundo novelas. Voting began on 6/2 and ended 6/16. Allstate was involved with all phases of the conception and development, pioneering a new twist on “People’s Choice Awards.” They are the exclusive sponsor and have co-branded content and video sponsorship. It’s the latest initiative from Telemundo’s new strategic social media unit, Socia[email protected], which launched in February.

One of [email protected]’s first efforts was “Club de Noveleras,” the network’s official telenovela fan club, re-launched 3/28 with L’Oreal USA. is the first-ever loyalty partnership for both companies on this scale. In addition to its new online home, the program extends to where Club de Noveleras first began in Telemundo’s local market communities. There are 10 in-market large scale Club de Noveleras talent tours in 2011, featuring two events per market in Chicago, Los Angeles, Miami, New York and Houston.

For “Allstate Presents Premios Telemundo Novelas,” voting took place on the internet and over mobile devices, and was shareable via Facebook, Twitter and other social media platforms.

The awards focus on audience favorites from Telemundo novelas ranging from “Best Actor” to “Best Kiss” to “Best Action Scene.” Working directly with Allstate on the creation of these new awards, a special custom category, “Mejor Momento de Mala Suerte” (“Best Bad Luck Moment”), was developed to complement Allstate’s Hispanic campaign, “Mala Suerte,” which highlights the protection, value and peace of mind Allstate provides when bad things happen. 

A nominee celebration event took place at Telemundo Studios in Miami on 6/9, where novela stars, directors and producers had a chance to speak to their fans via social media networks to encourage voting. The winners will be announced on 6/30, and the digital initiative will culminate with a “made for broadband show” that will highlight each of the winners and include special video messages to their fan bases online.

The program is available on and will be promoted on, Telemundo, MSN Latino and Telemundo’s new iPhone application, the Telemundo Novela App.