Kia Motors America is joining
forces with Telemundo
to present a new Web series that includes Kia product integrations aiming to
raise awareness among U.S. Hispanic millennials.
The new
10-episode online video series stars Luis Enrique alongside three aspiring
voice artists -- and of course Kia
itself, with placements promoting the 2016 Kia Sorento and 2015 Kia Soul.
The Web
series, called “El Maestro: Unplugged,” gives three up-and-coming singers the
chance to work with Luis Enrique, who will give them advice on making it in the
music industry. Along the way viewers will see Luis Enrique driving the new Kia Sorento, and every episode
will include an artist discussing their dreams of fame while on the road in the
Kia Soul.
The program
also features on-air promotions and various digital elements in support,
including a Kia-branded
custom landing page for the show on Billboard En Español, as well as weekly
social media posts on Facebook, Twitter and Instagram.
The
first episode aired May 21 and the series finale is scheduled for June 11, with
three episodes a week over that period.
Spanish-language
TV networks and marketers have been ramping up product integration and branded
content in a range of live and reality TV programming. In March, Dr. Pepper
joined forces with Telemundo
for its “Try Something New” campaign, including on-air integrations with
popular hosts and celebrities. The campaign, developed by Telemundo with Dr. Pepper’s
agencies Initiative LA and Identity, targeted U.S. Hispanic millennials and
aimed to build brand awareness for Dr. Pepper.
In
January NASCAR’s entertainment marketing division, also looking to build
awareness among Hispanic millenials, partnered with William Levy, the
Cuban-American actor and former model, to produce a new series focusing on
Hispanic race-car drivers.
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