Web-Only Novela Serves More Than 2 Million
Univision: ‘Vidas Cruzadas' Joins Top Three in Online Viewing
by Laura Martinez -- Multichannel News, 9/16/2009 1:49:42 PM
Vidas cruzadas, Univision.com's online-only telenovela, generated more than 2 million video streams through Sept. 15, making it one of the three most-watched online properties ever, the network said.
The 15-episode telenovela,
produced by Endemol and Amistad Productions,
wrapped up its run this week (Sept. 16). The online property,
which premiered August 12, was supported by a dedicated microsite featuring
behind-the-scenes videos, photos, forums and blogs and featured main sponsors
including L'Oreal, State Farm and McDonald's.
Although it is still early to measure results, State Farm advertising director Ed Gold said Vidas cruzadas (Crossed Lives) has given the insurance firm a "fantastic opportunity" to send its message to Spanish-language speakers and helped it stand out in the crowded space of insurance products. (In Vidas cruzadas the main character, played by Kate del Castillo, has an uncle who works as a State Farm insurance executive and vows to make sure she'll have a healthy future.)
The online drama also provided McDonald's and L'Oreal with plenty of product-placement opportunities in the form of not-too-subtle close-ups and references to McCafé drinks and L'Oreal's Excellence hair coloring.
Vidas was Univision.com's second foray into online short-form entertainment. Univision in 2007 partnered with Unilever's Caress soap to launch Mi adorada malena, an interactive miniseries starring former Miss Puerto Rico Cynthia Olavarría.-
I am sure Univision means to say it scored among the top 3 properties on Univision.com only; not in the whole wide world. Even they would know that 2 million streams is nothing
Jonathan Craig - 10/29/2009 8:48:30 PM EDT -
2 million is not the "top 3" ever really now is it...
Andrew Creighton - 10/28/2009 3:42:48 PM EDT
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