The newest member of a popular Hispanic family-run circus has four wheels and really knows how to rev it up.
Thanks to a pact finalized Oct. 14 between Ford Motor Co. and Viacom’s Hispanic millennial-focused Tr3s network, the Ford Fiesta will gain a prominent place under the spotlight on Tr3s’ circus-themed reality series Familia de Circo.
The agreement gives Tr3s the opportunity to champion Ford’s Fiesta Movement by integrating the car brand’s message — and the car itself — within each episode. This will be accomplished through product placement, branded recaps and digital engagement on the reality series.
Familia de Circo, which bows Oct. 20 at 9 p.m. ET on Tr3s, and was the focal point of the network’s after-dark Upfront party at New York dance club Webster Hall, follows the trials and tribulations of Circo Hermanos Vázquez — a family-run circus with a 40-year legacy in U.S. Hispanic communities and in Mexico.
“Our marketing partnership with Ford leverages the strength of Familia de Circo’s bold characters and colorful story lines, as well as its solid following among Hispanic consumers,” Tr3s vice president of integrated marketing Carol Snell said in a statement. ”The drama, humor and personalities of the show’s cast are perfectly aligned with the Fiesta Movement’s fast-paced and adventurous attitude.”
Ford manager of multicultural marketing David Rodriguez added: “The Fiesta Movement centers around millennials spreading the word to their peers about the 2014 Fiesta through their unique and vibrant experiences with the vehicle. Tr3s presents a powerful platform to speak to Hispanic millennials, and aligning with the Fiesta Movement to provide a truly unique experience is a natural fit to help fortify the Fiesta message.”
The Ford Fiesta Movement is the carmaker’s first 100% user-generated campaign, driven by 100 social influencers selected as “Fiesta agents” tasked with completing a host of challenging monthly missions. For example, Miami-based “agent” Luciana Villalba was tasked with driving to the circus and become part of the show for an entire day, submerging herself in the under-the-big top experience. Villalba’s performance will then be used for an out-of-show vignette set to air in December, adjacent to the in-show integration segment, providing Ford with a seamless storytelling opportunity.
The network’s website, Tr3s.com, will also play a major role in Tr3s’ link to the Ford Fiesta Movement, allowing fans to not only watch but also become part of the experience. In particular, Villalba will document her experience through a mission video while asking viewers to watch the rest of her adventure through user-created content appearing at FiestaMovement.com.
Familia de Circo is produced by High Noon Entertainment. Tr3s vice president of programming and production Maria Badillo and director of reality series Sebastian Portillo are executive producers.