The Ford Flex is playing two roles in a Telemundo campaign, showing up in a TV/Web novella and sponsoring a lifestyle site.
Ford’s crossover Flex will appear in a 22-episode mini-series “Amores de Luna” (“Loves of the Moon”), which Telemundo’s Los Angeles (KVEA), New York (WNJU) and Miami (WSCV) affiliates start screening on July 7. The two-minute, thirty-second episodes will follow its 11 p.m. newscast and will be available as Webisodes each morning after they debut.
The Flex is also sponsoring the launch of “El Crossover,” the first English-language section of Yahoo Telemundo, at www.yahootelemundo.com/elcrossover. The site will profile notable Latino entrepreneurs and address topics on travel, health, finance and style.
The site currently features content about the top 25 most successful Latinas, the 10 most violent American cities and American and Latino “Super Heroes.”
“We’re looking for professionals in their 30s,” Telemundo spokesperson Michelle Alban said.
“Amores de Luna,” which will draw on talent from Telemundo’s own writers and actors program, is also aimed at professional Hispanic thirty-somethings.
Its audience figures to skew female, as most novellas do. Its main character is Celia Marquez, a married woman with a stable job who longs to be a writer. She meets a writer who becomes her mentor, and could become her lover—depending on the choice the audience for the novella ultimately makes for the 21st episode through online and mobile voting.
Beyond the multi-platform novella, Telemundo expects Ford Flex to remain a mainstay sponsor of “El Crossover.”
Ford has previously run campaigns targeting Hispanic consumers for its Edge and Focus models.