Webnovela Blends Branded Online and Mobile Promotions in the Western Region
Los Angeles, CA — Univision Interactive Media, Inc., the interactive division of Univision Communications, Inc., the leading Spanish-language media company in the United States, and Endemol USA announce McDonaldís exclusive integrated food sponsorship of this summerís webnovela, ìCrossed Livesî (Vidas Cruzadas). McDonaldís is leveraging this one-of-a-kind webnovela to market the new McCafÈ coffees to U.S. Hispanics in Los Angeles, San Diego, Denver, Palm Springs, Bakersfield, Yakima, and Portland.
ìUnivision.com offers leading advertisers like McDonaldís innovative ways to reach and engage our growing U.S. Hispanic audience, both online and on mobile,î said Kevin Conroy, president of Univision Interactive Media. ìBy seamlessly integrating each of our advertising partners’ products into the overall ëCrossed Livesí experience, we are enabling our sponsors to reach consumers in new, highly engaging and effective ways.î
McDonaldís deployed a synergistic campaign across multiple platforms to reach the U.S. Hispanics in the Western Region that included an ad banner campaign, product integration, an exclusive autograph signing at a McDonaldís location in Los Angeles with Guy Ecker and Kate del Castillo, and a McCafÈ sponsored sneak preview of the final episode for 25 lucky sweepstakes winners in LA.
ìHispanics have a great affinity for the soap opera genre, and our involvement with this star-studded webnovela, ëCrossed Lives,í gives them a chance to develop an equal affinity for McDonaldsí new McCafÈ line of espresso-based coffees,î said Max Gallegos, Marketing Manager for McDonaldís Southern California Region. ìBy being part of this innovative integration effort, we continue our commitment to aggressively target the Hispanic community in ground-breaking and relevant ways.î
ìCrossed Livesî is the result of a partnership between Univision Interactive Media; Endemol USA, the leading producer of television programming specializing in reality and non-scripted genres for network and cable television; and Amistad Productions. It marks the highly anticipated on-screen reunion of telenovela megastars Kate del Castillo and Guy Ecker. New episodes of ìCrossed Livesî are available every Monday, Wednesday and Friday on Univision.com.
About Univision Interactive Media, Inc.
Univision Interactive Media, Inc. is the digital division of Univision Communications Inc., the premier Spanish-language media company in the United States. Univision Interactive Media, Inc. includes Univision.com (www.univision.com), the premier Spanish-language Internet destination in the U.S., and Univision MÛvil, the industryís most comprehensive Spanish-language suite of mobile offerings. Univision Communications Inc. also owns and operates the Univision Network, the most–watched Spanish-language broadcast television network in the U.S. reaching 95% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, which was launched in 2002 and now reaches 85% of U.S. Hispanic Households; GalavisiÛn, the countryís leading Spanish-language cable network; Univision Television Group, which owns and operates 64 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Spanish-language radio group which owns and/or operates 68 radio stations in 16 of the top 25 U.S. Hispanic markets and 5 stations in Puerto Rico. Univision Communications also has a 50% interest in TuTv, a joint venture formed to broadcast Televisaís pay television channels in the U.S. Univision Communications has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States.
For more information, please visit www.univision.net.
Endemol USA is a leading producer of television programming specializing in reality and non-scripted genres for network and cable television. The company produces the break-out hits ìDeal or No Deal,î ìWipeout,î ì1 VS 100,î ìFear Factor,î ìExtreme Makeover: Home Editionî and ìBig Brother.î Endemol USA is a division of the Endemol Group, a prominent international content developer, producer and distributor of television and online programming. The company, headquartered in the Netherlands, has subsidiaries and joint ventures in 25 countries, including the major European markets, the U.S., South Africa, Argentina, Brazil, Mexico and Australia. Endemol is owned by a consortium consisting of Goldman Sachs Capital Partners, Media set Group and Cyrte Group.
McDonald’s is the leading global foodservice retailer with more than 32,000 local restaurants in more than 100 countries. About 80% of McDonald’s restaurants worldwide are owned and operated by franchisees. Please visit our website at www.aboutmcdonalds.com to learn more about the Company.
Univision Communications Inc.