The fourth season of Telemundo’s youth-filled singing competition show La Voz Kids kicked off April 17, with the series taking the 8 p.m. slot and DishLatino, State Farm and Walmart each on board with exclusive brand integrations.
The 360-degree sponsorships with the three brands extend the network’s desire to weave its clients into its programming. With Upfront Week set to commence May 16, the return of La Voz Kids comes as the perfect time for Telemundo’s sales teams to lock in similar commitments for the 2016-17 season.
DishLatino joins La Voz Kids for the first time as the exclusive sponsor of a new voting opportunity on the show. DishLatino is also sponsoring a special group performance and “selfie diaries” with the finalists, providing exclusive video content to fans on-air and through a custom digital hub.
As a bonus, DishLatino will also be featured in segments on Telemundo’s weekday wakeup program Un Nuevo Día and in what Telemundo calls ”a social sync campaign” via Facebook.
Meanwhile, Walmart has returned for the second consecutive year as the series’s exclusive retail sponsor, while State Farm is again the exclusive insurance sponsor — a role it has enjoyed since La Voz Kids debuted on Telemundo.
State Farm sponsors branded lounges — shown during the battle rounds and the final stage of the competition — in which interviews with the contestants are conducted right after their performances conclude. A State Farm-branded video channel gives fans access to exclusive interviews and content.
Serving as hosts for season four of La Voz Kids are Jorge Bernal and Patricia ‘Paty’ Manterola. On board as celebrity coaches are Daddy Yankee, Natalia Jimenez and Pedro Fernandez.
Separately, DishLatino and State Farm joined Domino’s, Ford, Garnier Fructis, candy bar brand Twix, Pepsi, Samsung Electronics America, Sprint, Target, Toyota and Mexican beer brand Victoria as sponsors of the 2016 Billboard Latin Music Awards. This year’s awards show aired live April 28 on Telemundo.
As part of the partnership with DishLatino, Telemundo created a video montage celebrating the night’s musical performances and highlighting how the awards show has connected Latinos in the U.S to their roots through the universal language of music.
State Farm served as the exclusive sponsor of the “Latin Rhythm Song of the Year” award, with the insurer saluting the winner with a branded congratulatory graphic.