Univision Interactive Media has secured key sponsors for its original webnovela “No Me Hallo” (Finding Myself). Kmart, Sierra Mist Natural and State Farm will be incorporated into the storyline, showcased on Univision’s online and mobile platforms, and featured in interactive experiences through social platforms and sweepstakes.
“No Me Hallo,” a Univision Studios production, premieres 5/16 online at NovelasySeries.com and on the Univision and Univision Video Apps for Smartphones. It will run as a series of five-minute webisodes launching every Monday, Wednesday and Friday. It stars Hispanic superstar actress/comedienne Angélica Vale. The series is centered on the story of Luchita, a working-class Mexican-American woman and former singing star that is left penniless after her husband/manager deserts her. Left to her own devices, Luchita moves from job to job with humorous results.
Sierra Mist Natural will be prominently featured on NovelasySeries.com. In addition, it will be featured across Univision.com’s online and mobile sites and within the Univision Video App. Along with customized product integrations, Sierra Mist Natural will also be developing a Spanish-language Facebook fan page to promote their integrations and drive viewers to watch the webnovela on NovelasySeries.com.
Kmart will feature the Casa Cristina collection by Cristina Saralegui, whose bed and bath home fashions collection is available at select Kmart stores nationwide. Kmart will also host a custom online and mobile mini-site where users can participate for a chance to win cash prizes and Kmart gift cards to help them achieve their aspirations in the areas of Family, Education, Home or Career.
State Farm will be the exclusive sponsor of the “Donde esta Luchita” (Where is Luchita) special on NovelasySeries.com, a fun “where-are-they-now” spoof poking fun at the webnovela characters as they rise and fall from the spotlight. Users will also have the opportunity to create their own State Farm jingle, which will be available to download on their mobile phone, and participate for a chance to win a sweepstakes. The special will also include trivia and sneak peeks at behind-the-scenes content. A guest appearance from a State Farm agent will also be organically woven into the webnovela.
RBR-TVBR observation: With web-only content, advertisers (at least for now) can still secure more interactive content than most linear TV programming with innovative user-friendly apps built in. Social media like Facebook in this case leads and follows the viewers’ participation in the show and takes them to numerous different destinations. Offering viewers the chance to be creative with the ad jingle is sure to drive ROI for State Farm as well.