Univision Interactive Media, the interactive division of Univision Communications, and Endemol USA announced that insurance giant State Farm will be a sponsor of this summer’s much-anticipated webnovela, “Crossed Lives” (Vidas Cruzadas). Episodes will seamlessly integrate the State Farm brand, while exclusive digital content is designed to engage fans through Univision.com on their desktops and mobile devices.
“This unprecedented event provides a unique integration opportunity for leading advertisers like State Farm. This one-of-a-kind webnovela is the first of many initiatives that will bring long form branded entertainment to our audience,” said Kevin Conroy, President of Univision Interactive Media.
As one of the key sponsors, State Farm will make targeted connections with the large and growing online Hispanic community. The webnovela episodes effectively integrate State Farm’s “being there” brand message, introducing a State Farm agent who lends important support and security to Kate’s character. Online offerings, specifically tailored to State Farm’s message, will include video overlays, sponsored character bios and interactive polls where viewers will have a voice in choosing a plot outcome. State Farm will also reach mobile users easily through the text-to-win “Ultimate Fan” sweepstakes.
“State Farm is excited about this innovative opportunity. It provides us a unique platform to connect with consumers in a very relevant way,” said Mark Gibson, State Farm assistant vice president – advertising. “We feel nothing is more important than being there and ‘Crossed Lives’ allows us to share that message in an entertaining way,” he added with a pitch for the company’s tag line.
“Crossed Lives” is the result of a partnership between Univision Interactive Media; Endemol USA, the leading producer of television programming specializing in reality and non-scripted genres for network and cable television; and Amistad Productions. It marks the highly anticipated on-screen reunion of telenovela megastars Kate del Castillo and Guy Ecker.