Latin America Business News
Domino’s Pizza and GM Cars to Star in Univision’s New Telenovela – Eva Luna
When Univision viewers tune in tonight for the premiere of Eva Luna they will see the usual drama and trauma of a Spanish telenovela but there is something very new – product placement from marketers that include General Motors (GM), Domino’s Pizza and T-Mobile.
Eva Luna is produced by Univision Studios and the first major attempt by Univision to weave products into its dramas, something the network couldn’t do with the shows it imported from Mexico but which rival Telemundo has been doing for some time.
The most significant product pitch is GM cars, which is using the show to pitch three of its cars. In addition the auto manufacturer has purchased ads during the show – so be prepared for a lot of GM. The car is even central to the story line, whereby beautiful young Eva, inherits an advertising agency, which at some point pitches –and wins- the Buick Regal account.
Other sponsors include Domino’s Pizza, which will also integrate products into the story and T-Mobile which will use the series to showcase several new mobile devices.