El Rey Network signs GM to integration deal


El ReyLaunching this week, El Rey is an English language cable network targeting Latino audiences. The debut is via deal with filmmaker Robert Rodriguez, El Rey Network’s Founder and Chairman, FactoryMade Ventures and Comcast.

General Motors has partnered with El Rey for an alliance next year where its exclusive automotive integrations will be featured in all the network’s original productions–beginning with the series, “From Dusk Till Dawn: The Series”–and will put a spotlight on a number of its vehicles.

The cross-platform, multi-tiered effort will be supported across all of El Rey’s television, digital and social media channels.  Highlights include brand integrations into highly produced originals, branded content for on-air and off, on-site, co-marketing efforts and more.  GM will also garner additional international exposure through the overseas licensing of “From Dusk Till Dawn: The Series.”

Said Rodriguez:  “We are thrilled to collaborate and innovate in this way with General Motors. We look forward to creating breakthrough content that elevates and strengthens GM’s brand awareness, leverages our storytelling expertise and engages our audience to help GM realize their goals.  This alliance will drive conversation and entice consumers to learn more about their extraordinary products through a highly visual, cinematic experience.”

Steve Tihanyi, GM’s General Director, Marketing Alliances and Branded Entertainment, added: “At GM we are committed to transforming the industry by working with partners whose creativity and insight are a match for our core brands. GM has always been boldly imaginative and forward thinking so we are excited about working closely with Robert Rodriguez and El Rey Network to communicate our very unique brand proposition in a like-minded environment-one that caters to the taste and minds of our unique and passionate customers.”