Univision mobilizes telenovelas for real-time fan engagement
Spanish-language network Univision is offering fans of its telenovelas a unique experience via a mobile application enabling users to interact with their favorite shows in real time.
Univision?s telenovelas have a unique opportunity to engage with fans compared to other formats today, a time in which consumers have an overwhelming amount of content served to them, and rarely watch television programming live. The genre of programming boasts an overwhelming amount of live views, an opportunity the network is taking full advantage of with an app that allows users to win prizes, vote in polls, follow social and exclusive content from various telenovela series.
"Our audience is mobile-first and social media adept, 82 percent of U.S. Hispanics own a smartphone, and they spend 36 percent more time on smartphones per week than the general market," said Mark Lopez, executive VP and general manager at Univision Digital. "They engage with apps 18 percent more per month than the general population.
"This is the platform they use to access content and share with their peers, which has reshaped the role of mobile as a key driver for television and radio growth," he said.
Unique opportunity
The Spanish-language channel is hyping up its new telenovela series, Antes muerta que Lichita through its new mobile app. Users are able to directly engage with the show and other Univision series while viewing the show and after.
Univision?s telenovela?s viewing occurs 91 percent while airing live on the network. This creates a special possibility for the channel to engage with fans while currently watching the programming, a rare opportunity as mobile, DVR and on-demand services have caused most content to be viewed after original airing.
The mobile app serves exclusive behind-the-scenes content to major fans, along with social media aggregation and chances to win prizes. Fans can interact with one another through the app and predict what will happen within the plot.
A real-time dashboard within the app will include polls, in which users can make predictions for a chance to win the weekly prizes. There is a curated news feed, which congregates news and social content for various telenovela series along with individual pages for each show.
The homepage of the app
The homepage of the app
To further promote Antes Muerta Que Lichita, Univision is providing extra content within the app regarding the new series such as blogs from characters? perspectives, a novela series created solely for the app, various tutorials from characters and numerous fan generated content.
Univision mobile achievements
The Spanish language network also leveraged the personalization of Snapchat?s live stories in a new partnership to increase awareness for major events and promote a positive brand sentiment by letting fans take over the experience (see more).
Also, Univision is part of a programmatic mobile ad exchange aimed at making it easier for advertisers to connect with United States Hispanics, with Colombian airline Avianca among the first to do so via the network (see more).
"The goal of the UniNovelas app is to engage our mobile-savvy, loyal telenovelas viewership by immersing them in our Novela experience," Mr. Lopez said. "We want to give 'novelovers' the opportunity to come together to form a telenovela fan community so they can share their passion.
"With decades of production experience and stronger live viewership in primetime than the four big networks at 91 percent among millennials, UniNovelas brings a new way to draw fans into the experience of their favorite dramas and enables us to connect with our highly engaged audience across the screens and platforms that matter most to them," he said.
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
