Univision Studios’ first primetime dramatic production, “Eva Luna” (via Venevision) unveiled branded entertainment partners for the upcoming novella. As the leading sponsor, General Motors’ vehicles are organically woven into the storyline as key characters with vivid roles and distinct personalities. Additional sponsors include Domino’s Pizza and T-Mobile USA.
Starring novela heartthrob Guy Ecker and renowned Latin film actress Blanca Soto, the novela premieres on Monday, 11/1 at 8pm ET/PT (7pm Central) on the Univision Network. Full episodes will be available on www.NovelasySeries.com one day after they air on television.
The plot allowed for multiple vehicle storylines to be woven thru “Eva Luna.” In the novela, the female lead (Eva, played by Soto) wins the Buick Regal account for the advertising agency she works for. The ad created by her team will become the first real Spanish-language commercial for the Buick Regal and will run on a regular media schedule on Univision, TeleFutura and Galavisión. “Eva Luna” will also feature the Chevy Cruze as the embodiment of Danny and Eva’s love story, playing a major part in the pivotal scenes throughout their relationship; as well as the Chevy Traverse, playing the role of a trusted companion, helping Danny and those closest to him during important moments.
“Because we were able to work upstream in the process with the ‘Eva Luna’ creators, we could understand the characters, what motivates them, and make integration decisions based upon that information so our presence feels authentic to the overall storyline,” said Steve Tihanyi, director, Branded Entertainment and Marketing Alliances, General Motors.
Other partners include Domino’s Pizza and T-Mobile USA. Domino’s Pizza will be organically integrated within the “Eva Luna” story and will also sponsor pre-show teasers throughout the run of the novela, reminding viewers to order their pizza in time for the show. T-Mobile has developed a cross-platform marketing effort designed to engage Hispanic families by integrating brand vignettes during key moments of the novela storyline. T-Mobile will also showcase several new exclusive mobile devices within the novela. Online users will enjoy a T-Mobile custom online sponsorship of the “Eva Luna” site on www.NovelasySeries.com. In addition, T-Mobile subscribers will have access to exclusive “Eva Luna” mobile content on their handsets.
A modern love story set in LA, “Eva Luna” revolves around the life of Eva González (Soto), a strikingly beautiful but humble and enterprising young woman, and Daniel Villanueva (Ecker), a successful ad executive and wealthy widower.