Network: Univision

Date: April 11, 2011

Viewers: 9.7

Key to Success: Brand integration

In a first for Univision, its telenovela Eva Luna took on broadcast TV ratings with its two-hour series finale, beating out hit shows How I Met Your Mother, Castle and Hawaii Five-0 in key demographics for the night, becoming the highest-rated domestically produced novela ever.

The first Univision Studios production in collaboration with Venevision, Eva Luna’s plot, set in the world of advertising, used its storyline to bring in key sponsors including GM, Domino’s Pizza and TMobile to create a multidimensional, multiplatform program to drive viewer engagement. In a brand collaboration, the title character created an ad that became the fi rst real Spanish-language commercial for Buick Regal. The ad ran on Univision networks, and a print version ran in People en Español.

“Given that this was our first in-house coproduction, we had greater access to the talent for ongoing cross-promotion opportunities,” said Ruth Gaviria, SVP of corporate marketing at Univision Communications Inc. “In addition to it being a great story with a stellar cast, its success was a testament to the power of a multiplatform approach.”

Univision also used its own assets including morning show Despierta América and Univision Interactive’s online and mobile properties to cross-promote the show. Full episodes were made available online, along with a blog by one of the show’s characters, interviews, trivia and a mobile download via the Univision Video App.


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