|
|
Article: Toyota and Telemundo team to embed texts in telenovela opening; Carmaker aims to draw attention to its new Venza by sponsoring nightly viewer messages on show.(Toyota Motor Corp.)(Telemundo Network Group L.L.C.)
- Article from:
- Advertising Age
- Article date:
- June 8, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: LAUREL WENTZ
Every night in the opening credits of NBC Universal-owned Telemundo's new Spanish-language telenovela, shot in New York, the heroine Manuela zips through Times Square in her Toyota Venza past the landmark giant electronic billboard. Thanks to Toyota, the Jumbotron flashes a different message texted in by a Telemundo viewer.
The idea of embedding a daily advertiser-sponsored text in the opening sequence of a novela grew out of an evolving partnership in which TV networks are consulting much earlier with marketers and agencies about their needs in client-development meetings rather than just walking them through programming they are ...