Ford, AT&T, State Farm to Integrate Brands in ‘La Voz Kids’
Three of Telemundo's main advertisers, Ford, AT&T and State Farm have signed sponsorships for La Voz Kids, the network's singing competition that premiered May 5th with strong ratings.
AT&T will become the official voting partner for the show, while Ford will integrate vehicles in different phases of the show. For example, hosts Daisy Fuentes and Jorge Bernal will be driving Ford vehicles and experience new technologies as they make contestant home visits. Meanwhile, coaches (among them Paulina Rubio, Prince Royce and Roberto Tapia) will record messages for the young contenders which will be played through the Ford SYNC system. State Farm, for its part, will showcase its “Get to a Better State” messaging through a campaign featuring integrations and an exclusive branded video channel.
'La Voz Kids' premiere on May 5th had an average viewership of 1.7 million total viewers, becoming Telemundo’s highest ranking reality show premiere in network history. It was also the most buzzed about show on zeebox during the night of the premiere. Telemundo in April became the first Hispanic channel to partner with Zeebox, a social networking and social TV platform that provides information second-by-second as people watch TV.