Telemundo Media announced a deal securing exclusive category sponsorships with AT&T, Ford and State Farm for the new singing competition, “La Voz Kids” which premiered 5/6 to an impressive delivery of 1,695,000 total viewers and 873,000 among adults 18-49, ranking as the #1 reality premiere in the network’s history according to the recently released Nielsen data.
Following the enormous success of “The Voice” around the world, “La Voz Kids” follows the journey of young Hispanic contestants aged seven and 14 years of age on their road to stardom beginning with the thrilling blind auditions followed by the battle rounds as expert celebrity music coaches Paulina Rubio, Prince Royce and Roberto Tapia discover and develop them as music stars of the future. Hosted by renowned television host, model and fashion mogul Daisy Fuentes, and entertainment anchor Jorge Bernal, the show airs Sunday 7pm ET/6pm CT on Telemundo.
As part of its sponsorship. AT&T will become the official voting partner for the show, in addition to providing on-air integrations led by the show’s all-access Digital Reporter Kevin Aponte featuring the Samsung Galaxy Note II and Samsung Galaxy Tab 2. The winner will receive a recording contract with Universal Music and a $50,000 prize presented by AT&T to help support him/her and his/her education. AT&T’s sponsorship also extends to zeebox with the following features: custom Zeetags for each show, sponsored content driving to the “La Voz Kids” homepage and sponsored polling and voting within the platform.
In addition, the sponsorship will include Spot Sync, a product that allows brands to synchronously present an advertisement within zeebox at the same time it appears on television. Editorial features will include exclusive backstage content and interviews with contestants and their families, chats with Telemundo talent, polls and contestant stories following the on-air broadcast, and feeds allowing users to follow what friends and other fans are saying about the show.
As the official car of “La Voz Kids,” Ford will help contestants go further on their quests for music stardom. Ford vehicles and respective features will play integral roles in each phase of the show. Hosts Fuentes and Bernal will drive vehicles and experience new technologies as they make contestant home visits while coaches will record messages of encouragement for the young contenders which will be played through the Ford SYNC system during the series’ run.
Digital integrations will expand upon contestant journeys in providing viewers with intimate bios and videos as well as an opportunity to write messages of encouragement via twitter through unique hashtags, and in-show calls-to-action using Ford branded lower third graphics. Ford also will provide a $25,000 contribution to award finalist(s) with a surprise wish fulfillment experience.
As the exclusive category sponsor, State Farm will bring to life its “Get to a Better State” messaging through a 360° campaign featuring thematic integrations, branded out-of-show content and an exclusive branded video channel. In the show, State Farm will present the action from two branded lounges, one during the battle rounds and one during the final stage of the competition, where contestants will be interviewed directly after performing and share how their coach’s advice has helped them get to where they are as well as their experience thus far on “La Voz Kids.”
A State Farm-branded video channel will host the on-air interviews from the State Farm-branded lounges plus a made-for-web advice series that touches on the best guidance that contestants have received from their coaches during their time on the show. Leading into the announcement of the first-ever, State Farm will bring viewers a 30-second wrap up of the most inspiring highlights from the season. In addition, State Farm will sponsor some airings of “Quiero Tu Voz,” a daily highlight on the competition, as well as promotional segments in daily newsmagazine “Al Rojo Vivo.”