Valvoline is sponsoring a new contest on mun2, a bilingual TV network from Telemundo. The company is using the opportunity to promote its NextGen re-refined motor oil. From the press release:
mun2, Telemundo’s bicultural, bilingual cable network, announced today the largest partnership integration in its history with Valvoline, a leading producer of quality automobile and industrial products and services, through an online viewer contest titled “Valvoline NextGen™ King of the Street” in support of its new, adrenaline-pumping scripted series, RPM MIAMI.
The user-generated contest will be promoted on-air, online and extensively on Facebook, encouraging car enthusiasts to upload photos of their tuner cars for judging. The online community at mun2.tv and on Facebook will then vote to determine the winner of the best car, who will be awarded cash and a trip to the largest tuner car auto show in the country.
Valvoline is one of the sponsors that recently signed on to be a part of mun2’s first-ever bilingual scripted drama series, “RPM MIAMI,” where young Latinos will struggle to make something of themselves by day and reign the underground racing scene by night. Valvoline NextGen™ – a revolutionary motor oil that is 50 percent recycled and made from a breakthrough process that exceeds industry standards – will be organically integrated into the show through a Valvoline NextGen™ branded garage.
“This is mun2′s most ambitious original production to date, and the advertising community has taken notice of our investment and commitment by participating in what is the largest and most robust partnership integration in our network’s history,” said Dan Lovinger, Executive Vice President of Advertising Sales & Integrated Marketing, Telemundo Communications Group.
Valvoline also is launching an exclusive digital integration on mun2.tv, providing viewers and car enthusiasts access to exclusive secret scenes that will not air on television, episode recaps featuring the hottest models, behind the scenes footage, and nearly a dozen slideshows featuring high quality images of the production process.
“We partnered with Telemundo to help our client, Valvoline, reach the youth bicultural Latino segment,” said Gustavo Razzetti, Chief Strategy and Engagement Officer at Grupo Gallegos, the agency of record for Valvoline. “Our RPM platform is a seamless integration of social media, digital, promotion and original content.”
(This post written while listening to the “Superman” theme by John Williams. My daughter calls it the “pretty song”!)