Product integration goes to the next level with the new novela "Mi Adorada Malena
," produced by Unilever
, where products are woven into the story.
The novela will run for 6 episodes on the web.
One new product being launched is Caress Exotic Oil Infusions, and is key to the drama for the lead character, Malena Ferreira, who is supposed to be a famous Caress Exotic Oil Infusions spokesmodel, according to an article in the Stamford Advocate by Rich Lee
. The lead character is played by Cynthia Olavarria, former Miss Puerto Rico and Miss Universe 2005 first runner-up.
It will be promoted on Univision radio as well as print ads in Spanish magazines, according to the article.
This non-traditional approach is very interesting and may have some great results. There seems to be a bit more overall acceptance of overt product integration in the Hispanic market than the general market where consumers want a line in between (save for a show like The Price is Right). But, it must be done properly and not too overtly as well. Clearly, Unilever recognizes both the significance of novelas in Hispanic cultures and the growth of the internet (and mobile marketing) in the Hispanic market.
We'll see if moving from traditional TV "telenovelas" to web-based "cybernovelas" will bring the audiences (especially a short series competing at the 6PM time slot), but if it works I suspect others will follow suit.
The next episode is tonight at 6.