Telemundo Communications Group announced the network has partnered with Post Foods’ Honey Bunches of Oats and MV42°, a division of Starcom MediaVest Group, in a multi-platform initiative centered on the brand's "Pensemos Positivo" consumer campaign. The campaign will go live the week of January 10, 2011.
This marks the first-ever partnership between Telemundo’s music platform, Discos Telemundo, and an advertiser. Jencarlos Canela will be recording an original full-length song about positive thinking, which will be made into three distinct versions: Spanish, English and a dance mix. While “Honey Bunches of Oats” will not be mentioned within the song’s lyrics, it is a positive, feel good anthem that connects the brand emotionally while maintaining the taste appeal. The first version will be in Spanish for Telemundo audiences, the second in English for Telemundo’s bilingual youth cable network, mun2, viewers and the third will made into a dance mix.
Jencarlos Canela will also host an episode of mun2’s "2RSLVJ" and reveal the new "Pensemos Positivo" music video, which will premiere on January 24, 2011. As part of this campaign, mun2 will produce a private performance with Jencarlos Canela in Miami where he will perform live in an intimate setting. mun2 will air this exclusive event as a music special in May 2011.
The 360° multi-platform deal consists of on-air promotion with Telemundo and mun2 through in-show sponsorship elements as well as a :30 "Pensemos Positivo" vignette featuring "Levantate's" Rashel Diaz. Additionally, a :30 webdriver will tell viewers where to go to for an exclusive download of the free song, which will be available on Facebook the week of January 10, 2011. Telemundo.com and holamun2.com will provide digital exposure for the campaign, while social media will be utilized to feature related exclusive content and supply additional promotional support.
In addition, a sweepstakes featuring Jencarlos will be promoted on-air, online, over the radio and on four million Honey Bunches of Oats cereal boxes nationwide, reaching general market and Hispanic consumers.
Telemundo announced that Marty Sokoler and Diana Fernandez have both been hired as Vice President of Sales for Telemundo Stations KVEA Los Angeles and WSNS Chicago, respectively. In this position, Sokoler and Fernandez will lead all aspects of the sales strategy and operations at each local station, including local business development, local sales initiatives and sales promotions. They will develop strategic partnerships in each market and work closely with clients and advertising agencies in delivering the stations valuable audience to customers.
Last year Telemundo announced several new hires and promotions: In August Susan Solano Vila was promoted to executive VP, marketing for Telemundo Communications Group, and Susan Popper was named to succeed her as VP, marketing. In October Telemundo named Karen Barroeta Senior Vice President, Marketing Creative, Telemundo. Barroeta reports to Susan Solano Vila, Executive Vice President, Marketing. Additionally, Carlos Collazo had been promoted to Vice President, On-Air Promotions, Telemundo, and will report to Barroeta. The company also named Michael Alvarez as Vice President of Advertising Sales. Alvarez reports to Michael Rodriguez, Senior Vice President of Network Ad Sales, Telemundo.