Monday, July 27, 2009

State Farm signed for Univision webnovela

Univision Interactive Media, the interactive division of Univision Communications, and Endemol USA announced that insurance giant State Farm will be a sponsor of this summer’s much-anticipated webnovela, “Crossed Lives” (Vidas Cruzadas). Episodes will seamlessly integrate the State Farm brand, while exclusive digital content is designed to engage fans through Univision.com on their desktops and mobile devices.

“This unprecedented event provides a unique integration opportunity for leading advertisers like State Farm. This one-of-a-kind webnovela is the first of many initiatives that will bring long form branded entertainment to our audience,” said Kevin Conroy, President of Univision Interactive Media.

As one of the key sponsors, State Farm will make targeted connections with the large and growing online Hispanic community. The webnovela episodes effectively integrate 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. State Farm will also reach mobile users easily through the text-to-win “Ultimate Fan” sweepstakes.

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