“Club de Noveleras” is the network’s official telenovela fan club, re-launched 3/28 with L’Oreal USA. Clubdenoveleras.com 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 will be 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. The first event took place in Houston 3/27, featuring cast members from “Aurora,” the network’s 8 p.m. ET telenovela. Fans will be able to get up close and personal with their favorite Telemundo novela stars in events designed especially for Club de Noveleras members and novela fans in general. While there, members can also get hair and make-up touch ups with the latest Maybelline and Garnier products and go home with the latest in sample products.
Jacqueline Hernandez, Telemundo COO, says the site also includes a brand new dedicated beauty blog featuring tips and all about the latest trends in makeup and hair care from Johanna Torres.
Novelas covered on the site include Aurora, Diario de Confesiones, Fan Infiltrada, La Playa Sound Radio, La Reina Del Sur, Las Aparicio, Los Herederos del Monte, Los herederos T-mobile, Ojo por Ojo and Tras El Lente
Registration is free, and membership provides subscribers with opportunities to earn points and later redeem them to win prizes, Telemundo brand premiums and various products from across L’Oreal USA’s beauty portfolio. Telenovela fans will be able to interact with other fans on social media sites such as Facebook and Twitter and see exclusive telenovela content available only to Club de Noveleras.
Telemundo’s recently launched social media unit, [email protected], will also play an integral role. A dedicated beauty blogger, Johanna Torres, former Editor-in-Chief of Siempre Mujer, will engage the community, providing beauty tips and hosting polls about a range of beauty topics. In addition, the program will be cross-promoted across all NBCU platforms.
The site will also serve as an insights vehicle with a daily panel that will provide L’Oreal USA with info on what Club de Noveleras members are looking for in their beauty regimes.