Telemundo & Gain Partner for New Sweepstakes Following Launch on LA VOZ KIDS
Telemundo Media, a leading producer of Spanish-language prime time content for audiences in the U.S. and around the world, partnered with Gain detergent, known for bringing freshness to consumers with anything-but-ordinary scents, and invited viewers to join in on a groundbreaking social media activation during an episode of "La Voz Kids" that aired July 21. The "A Fresh Moment in the Spotlight" sweepstakes open to fans in both the U.S. and Puerto Rico marked the first time in television history where viewers participated in a real-time commercial experience via Facebook. Gain's branded integration in "La Voz Kids" elevated engagement, with an increase of 75% in brand affinity and an 88% lift in purchase interest vs. Spanish language TV branded entertainment norms, according to branded entertainment measurement industry leader, iTVX.
During the broadcast, viewers submitted video entries via social media for a chance to win a role in a live commercial for Gain, but it was Susell Rosales from Hialeah, FL, and Gloria Hinojosa from Yonkers, NY, who ultimately were surprised as the two lucky winners appearing in the national commercial during the network's highest rated reality series, averaging over two million total viewers, premiere-to-date.
At the top of the July 21st airing, host Daisy Fuentes kicked off this first-of-its-kind activation by prompting fans to visit www.lavozkidsfresh.com. By visiting the site, viewers were able to watch their moment in the spotlight in a personalized Gain/ "La Voz Kids" video depicting them as a contestant on the show, which they were able to share with their Facebook friends and/or submit to the live TV commercial sweepstakes. Co-host Jorge Bernal wrapped up the experience for at-home viewers at the end of The Hour with the surprise reveal showcasing the winning commercials.
"As a brand we strive to find unique, effective and innovative ways to engage with our consumers that go beyond language-for example, understanding that Hispanic consumers are very active in the digital and social media spaces, these are key vehicles to connect with our consumers and entertain them with original content," said Diana Banuelos, Gain Brand Manager. "We are thrilled to have partnered with Telemundo and 'La Voz Kids' on this innovative second screen, social media experience on live television!"
"Telemundo delivers new and immersive experiences for our audiences across their favorite platforms and devices, " said Christine Escribano, Senior Vice President, Integrated Marketing Solutions, Telemundo Media. "This partnership with Gain offered an exciting and innovative opportunity to connect 'La Voz Kids' fans to the fresh new talent and rising stars of tomorrow by giving them a chance to be a part of the action."
This live, interactive social media experience was supported via online banner ads, TV billboards, media outreach efforts and an in-show promotional spot that aired during the top of the show on 7/21st to reinforce the sweepstakes. Gain also partnered with Collective, one of the top digital ad networks reaching Hispanic audiences. Taking full advantage of Collective's premium content inventory and targeting strategy, Gain reached prime U.S. Hispanic audiences via Collective's proprietary database on content consumption patterns and language preference.
In addition, "La Voz Kids" coach Roberto Tapia participated in a shoot for the Gain Detergent Experience and engaged his fan base via social media, drawing attention to the special interactive experience and the dedicated hashtag #lavozfresh. Tapia also participated in a Gain Twitter party, an interactive experience that celebrated the power of scent and the idea of something fresh and exciting being in the air on "La Voz Kids."
Following the enormous success of "The Voice" around the world, "La Voz Kids" season one followed the journey of young Hispanic contestants ages seven to fourteen on their road to stardom, beginning with the thrilling blind auditions followed by the battle rounds, as expert celebrity music coaches Paulina Rubio, Prince Royce and Roberto Tapia discovered and developed them as music stars of the future. Last night on July 28, twelve-year-old Cuban singer Paola Guanche, a member of Prince Royce's team, was named the first winner by the voting audience during a special three-hour finale with performances by Ricky Martin and Ana Barbara.
SOURCE: NPM, PAV, Live + SD, P2+, La Voz Kids Premiere to date: Sun/7-9P (5/5/13-5/19/13), Sun/8-10P ( 5/26/13 - 6/21/13). iTVX, La Voz Kids, Sun/8-10P (6/21/13)