Telemundo’s “super series” El Señor de los Cielos rocketed back onto the network’s lineup March 28, with its season-four premiere ranking as the highest-rated debut in network history.
The telenovela, starring Rafael Amaya as Aurelio Casillas, was the No. 1 broadcast program at 10 p.m. among adults 18-34 on March 28, according to Nielsen data supplied by Telemundo. It’s also a top social-media performer, ranking as Facebook’s No. 1 most-social primetime show among all networks, regardless of language. The show has garnered more than 6.3 million Facebook “likes” worldwide and has generated a total of more than 1.4 million Facebook and Twitter actions, Telemundo reported.
That should please AT&T, which signed on to be the exclusive sponsor of Telemundo's Double Acción app just in time for its extensive use by Señor viewers. The Double Acción app will be available on the Apple iOS and Android platforms.
Throughout season four, fans of El Señor de lost Cielos can directly engage with the show on the app through “Reacción,” which enables social-media conversation through live viewer participation and in-show interactions.
In particular, a new real-time media experience with the network’s Double Acción app complements the original content in season four’s final episodes. Fans can "insert themselves into the action through the app," which offers unique interactions that sync up with the series as it airs, the network said.
The app also offers exclusive content such as videos, photos and the El Señor de los Cielos interactive game, available on all Telemundo.com digital platforms and social media, including Facebook. The game lets fans interact face to face with “Aurelio” and help him escape from death. Users can customize the game and follow a range of alternative outcomes.
“AT&T is helping Telemundo raise the Hispanic media experience to the next level, applying the latest multi-screen innovation to one of our most popular shows,” Mike Rosen, executive VP of advertising sales, news and Hispanic groups at NBCUniversal, said in a statement.
Leonardo Torréss, AT&T’s executive director of Hispanic marketing, added, "Bringing this multiscreen, real-time experience to our consumers is one more example of our integrated approach to communications and entertainment as a premier first-choice provider."
The sponsorship’s on-air elements include content capsules during commercial breaks prompting the audience to participate; weekly segments on Un Nueva Dia, Telemundo’s weekday morning show; and primetime promos to drive viewers to the app. As part of the initiative, weekly social recap videos are posted on Facebook to keep fans engaged.
Additional digital elements include a “Rank It” tool, photo galleries and bonus “Reacción” questions. There are also AT&T-branded opportunities to interact with the Double Acción app during episodes of El Señor de los Cielos.