Telemundo, Old Navy partner for web-novela (video)


More brand-immersion for online programming, this time from Telemundo: The partnership with Old Navy and AKQA produced the network’s first-ever interactive made-for-web novela, which launched last 10/14 and airs weekly through 11/18. The six episode series, ‘Estilos Robados’ (Stolen Styles),, is available on the ‘Estilos Robados’ tab within Old Navy’s Facebook page and on Old Navy’s Spanish YouTube channel.

See the first one here:

Telemundo Branded Entertainment Production was charged with casting, scripting, producing and filming the made-for-web novela that AKQA conceptualized.

The series is Telemundo’s first made-for-web dramedy novela. Shot with a hand-held camera, lending a gritty, reality show-within-a-drama tone to the episodes, it follows Isabella Reyes (played by Telemundo’s own Liannet Borrego), one of TV’s hottest young telenovela stars.  She has it all:  beauty, fame, adoring fans, and a boyfriend who is also a top novela star. She’s also an insufferable diva who has trouble keeping a personal assistant.  As Isabella nears the end of production of her latest hit novela, she knows that she must land her next big role before fame slips through her fingers.  On her quest to land the next big role – and keep her career moving forward – the audience will discover many secrets, surprise love affairs, and twists of fate that will see Isabella fall victim to acts of revenge, making her take a hard look at herself. The series also stars Talina Duclaud and Ismael La Rosa and introduces rising star Lyduan Gonzalez.

At the end of each episode, the audience will be asked to choose between two outfits that the protagonist will wear for a pivotal scene in the next episode. At the end of the novela, the outfit that the audience chooses will decide her fate. Old Navy is running spots on to drive the audience to the mobile and social platforms. Votes are being taken via the ‘Estilos Robados’ tab within Old Navy’s Facebook page, on Telemundo’s SMS text messaging and on Telemundo Movil.