Telemundo Communications Group, a leading producer of innovative and high-quality content for Hispanics in the U.S. and around the world, announced today 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.
“We are very happy that our partnership in 2010 delivered great results and are excited to expand it with this program that lives not only on-screen, but off-screen as well,” said Jacqueline Hernández, COO, Telemundo. “The Honey Bunches of Oats ‘Pensemos Positivo’ initiative is unique in the sense that it connects with our consumers’ multi-platform viewing experience and then follows them in-store, tying the campaign together through on-product and on-shelf promotion. This is a breakthrough partnership – our first to harness the power of music for Hispanics with a bilingual single performed by a leading Billboard talent who happens to be one of our top novela stars.”
“We did the research and were strategic in placing our investments in the Hispanic market, including our 2010 partnership with Telemundo, and it has really paid off,” stated Bart Adlam, President of Post Foods, LLC. “Honey Bunches of Oats ended the year with double-digit Hispanic sales gains, and we’re looking to take our relationship with Telemundo to the next level through the Honey Bunches of Oats ‘Pensemos Positivo’ campaign. It links the right talent and multi-platform experience with the essence of our brand. This initiative provides the connection points with the Latina consumer from content offerings to in-store value. We are excited to partner with Telemundo once again in this unique way.”
This marks the first-ever partnership between Telemundo’s music platform, Discos Telemundo, and an advertiser to leverage Telemundo talent. Latin music sensation Jencarlos Canela is at the center of the musical component and 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 well as behind the scenes video clips on-air on “18 and Over.” 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. The sweepstakes’ grand prize includes a trip to Miami for the mun2 private performance, as well as a meet and greet with Jencarlos and a $1,000 cash prize. Additionally, 1,000 first place prizes of $10 music gift cards will be awarded.
From February 1, 2011 through March 31, 2011, consumers will be able to enter the Honey Bunches of Oats Jencarlos Canela sweepstakes at www.telemundo.com/pensemospositivo by submitting an online entry form, including a unique code found in one of more than 4 million Honey Bunches of Oats cereal boxes featuring the campaign. Alternatively, they may submit a mail entry.
“Many brands are interested in Hispanic consumers, but they end up taking traditional approaches that don’t connect with modern-day Hispanics in today’s multicultural nation,” said Steven Wolfe Pereira, SVP & Managing Director of MV42°. “Working closely with the Honey Bunches of Oats team, we identified the human truths behind their Hispanic consumers and then designed truly engaging experiences that would ignite their passion points and ultimately connect the brand and deliver business results. With so many components to ‘Pensemos Positivo’, Telemundo proved to be the ideal partner to deliver the right talent, content and platforms to bring this innovative campaign to life.”