The company will attempt to harness the influence of its Univision Creator Network (UCN), a group of online creators under the network’s brand, to drive conversation around the upcoming 11th season of its competition series Nuestra Belleza Latina that it hopes will lead audiences to its linear channel.
In addition to a season-long, on-air brand integration with the show, there will be digital activations that include sponsored challenges for the show’s contestants using various Kia vehicles, with the season winner getting the redesigned 2014 Forte compact sedan.
The fifth season finale of Univision’s Nuestra Belleza Latina reality series, which crowned Miami’s Nastassja Bolivar as Neustra Belleza Latina 2011, drew 4.9 million total viewers, up 23% from last season’s finale. It topped CBS and NBC in the adults 18-34 demo on Sunday for third place and Univision ranked fourth, over CBS, in the adults 18-49 demo.
