By: Kaila- Marie Hardaway
Univision has launched its largest out-of-home campaign in five years to drum up excitement, anticipation and awareness for its new crime drama, El Dragón.
The out-of-home campaign—focused in New York, Los Angeles, Miami, Houston and Dallas—comprises an exclusive trailer, a two-minute featurette and several promos that introduce El Dragón (Sebastian Rulli), a man who inherits his family’s narco-trafficking business.
All spots are being shared on the Spanish-language network’s digital and linear platforms; however, the exclusive trailer, in particular, launched on the talent’s social media profiles as well.
It also includes ads on subways, buses, radio, social platforms, and other localized tactics like promos at soccer matches, live tent pole events, geo-tagging and more.
“The global production, along with its star-studded cast is the perfect catalyst for a 360-marketing campaign that combines our vast media portfolio of broadcast and cable television, radio, digital and social platforms, with a targeted local approach that together fully engages our audience wherever they may be,” Silvia Garcia, senior vice-president, multi-platform and media planning strategy, told The Drum.
The campaign kicked off on Aug. 26, and runs through the Sept. 30 premiere of El Dragón. The series will be available in CC3 for English-speaking audiences interested in viewing.