Telemundo Media, Chevrolet and Verizon Wireless announced “Mia Mundo,” the first-ever bilingual branded-entertainment crossover series, will launch on Thursday, 5/3 and air on Telemundo.com and on cable net mun2. The multiplatform series presents original dramatic webisodes that will organically integrate Chevrolet and Verizon Wireless products.
Branded integrations for Chevrolet will include the Chevy Camaro and Chevy Cruze. These cars will be driven by and support the lifestyle of the series’ lead characters. Verizon Wireless products will be integrated throughout the series to demonstrate the unique features of Verizon Wireless’ mobile phones and tablets, as well as how characters utilize the products and various mobile applications in their everyday lives. In addition, Telemundo will supply Verizon Wireless with five behind-the-scenes and blooper videos, which will be available exclusively on the Verizon Video App for the length of the campaign.
Viewers will be engaged on all platforms and they will see “minisode” teasers in television that will drive them to watch the full episodes online. There will be cross promotion on the network’s entertainment shows “”Levántate” and the local entertainment program “Acceso Total” and will culminate in a one-hour special on mun2, which will reveal the finale, chosen by viewers via Telemundo.com and social media.
Telemundo.com (www.telemundo.com/miamundo) will feature a dynamic online and mobile experience, airing all of the “Mia Mundo” webisodes, exclusive extended scenes, character bios, blogs, photo galleries and polls and finale voting, allowing viewers to engage with the characters and the story and showcasing attributes of Chevrolet vehicles and Verizon Wireless devices and apps. The Facebook page for “Mia Mundo” will include weekly posts from Mia in addition to custom polls, video imbeds and the ability to vote on the series finale. Digital platforms and online presence for “Mia Mundo” will be promoted on air and across NBCUniversal digital properties, as well as via social media.
“Mia Mundo” centers on the life of the “new Latina woman” – the Modern Independent Achiever (MIA), as defined in the latest Telemundo propriety research study. “Mia Mundo” — a first of its kind for the industry — features short-form branded entertainment series centered on a modern young Latina named Mia Ramirez and her quest to find balance in life and love. The 13 three-minute weekly webisodes follow the ups and downs of Mia’s life, from her fast-paced workplace to her relationship with her longtime boyfriend Ryan.
The series also marks the first time in NBCU history that an original Telemundo production will feature English-language crossover stars, in a web series that is primarily in English, with some Spanish. One-minute trailers for the series will appear on-air.
“Mia Mundo” grew out of the Beyond Demographics Latino Identity study conducted by Telemundo Media in partnership with Starcom Mediavest Group, a groundbreaking approach to understanding the various psychographic segments of U.S. Hispanics in America today.