Univision Interactive Media, Inc., Endemol USA and State Farm have teamed on a campaign that will integrate the insurance company within the Web novela Crossed Lives (Vidas Cruzadas).
Episodes on Univision.com will integrate the State Farm brand, while exclusive digital content will also be sent to desktops and mobile devices. The Web series marks the on-screen reunion of telenovela megastars Kate del Castillo and Guy Ecker.
Deal terms were not disclosed.
The Web novela episodes feature State Farm's "being there" brand message, introducing a State Farm agent who lends important support and security to Kate's character. Online offerings, specifically tailored to State Farm's message, will include video overlays, sponsored character bios and interactive polls where viewers will have a voice in choosing a plot outcome.
Moreover, State Farm will also reach mobile users easily through the text-to-win "Ultimate Fan" sweepstakes.