Sponsors Have Big Role In Telemundo Show

Telemundo’s new reality music competition series Yo Soy El Artista will feature multiplatform sponsorship initiatives with Toyota, Revlon and T-Mobile. Hosted by international star Lucero, the program will debut on Sunday, Sept. 14 at 8 p.m. 

“At Telemundo, we are dedicated to delivering to our audience the most compelling and cutting-edge reality programming on television,” said Mike Rosen, EVP of advertising sales, NBCUniversal Hispanic Group.  “Our partnerships with Toyota, T-Mobile and Revlon will introduce a brand new take on the music competition format, with unique and unprecedented opportunities to connect with consumers as they join us in our quest to discover the world’s next great performing artist.”

Toyota’s exclusive auto sponsorship with Yo Soy El Artista will involve incorporating the Toyota Camry, and Toyota Prius via what Telemundo calls “engaging integrations” throughout the 13-episode run. Toyota will also sponsor branded vignettes that will give viewers a sneak peek into the top contestants’ journeys and struggles as they reach the final Gala phase of the competition.

Toyota will sponsor cross-promotional segments about the series on popular Telemundo programs, including: Un Nuevo Día, Suelta La Sopa and Suelta La Sopa Extra, along with weekly Yo Soy El Artista Golden Minute capsules. The partnership will extend off the television screen with a digital component, “La Trayectoria” (The Path) and a Twitter Amplify program that will allow audiences to become part of contestants’ path to stardom through exclusive videos, galleries and social storytelling.

As the exclusive beauty sponsor, Revlon will feature Revlon Luxurious ColorSilk Buttercream hair color in a number of multiplatform initiatives, helping to empower contestants in their quest to win the competition. Miguel Garcia, international artistic and education director for Revlon Professional and expert stylist for Revlon Luxurious ColorSilk Buttercream, will lead a three-episode challenge asking the aspiring artists to create and perform a Revlon-inspired song.

Telemundo will produce a music video to accompany the song, which will premiere during a commercial break. The partnership will also include Revlon-style transformations, with Garcia coaching finalists on their overall looks and female contestants receiving Revlon Luxurious ColorSilk Buttercream hair color makeovers.  A Revlon-branded digital hub, “Estilo de Artista” (Artist Style), will house exclusive footage from the in-show song challenge and style transformations as well as behind-the-scenes, before and after photos from the series, “Yo Soy El Artista” fan makeover photos from “Un Nuevo Día,” a rank-it-tool, co-branded banners, and “Yo Soy El Artista” Facebook, Twitter and editorial promotions. 

T-Mobile will become the exclusive wireless sponsor and official voting partner for Yo Soy El Artista, in addition to providing on-air and digital integrations, led by the show’s social expert, Erika de la Vega. Active integrations will include T-Mobile influencers, LeJuan James and record-spinning YouTube sensation DJ Mama, who will encourage viewers to participate and engage with the show, using the hashtag #LosRulBreikers.

T-Mobile will also be the exclusive sponsor of the “Acceso VIP” section within the show’s digital platforms where Erika will highlight interviews, contestant reactions, and additional exclusive content. Within the School of Music phase, T-Mobile will offer contestants a special opportunity to speak with family and friends as a reward for improving their performance.

Yo Soy El Artista will air simultaneously in the U.S. on Telemundo and throughout Latin America on the cable networks E! and Telemundo Internacional. A panel of celebrity judges, along with 100 international social media influencers, will vote on contestants from around the country who will have to sing, dance and demonstrate star quality in a 13-week competition where the winner will be named the ultimate “true artist.”