Univision Offers Cameo in Interactive Webnovela
Spanish-speaking Web star wannabes will have a shot at a brief appearance in a webnovella that Univision Online plans to introduce early next year.
The 15-episode novella, “Vidas Cruzadas” (Crossed Lives), is a co-production of the Univision unit, Endemol and Amistad Productions, and will feature Kate del Castillo and Guy Ecker as co-stars.
Univision will run a sweepstakes for a walk-on in one of the three- to five-minute episodes in the series. Contestants will be invited to act out a scene and upload video for a chance at PC screen celebrity.
A micro-site will be developed for visitors to view behind-the-scenes photos and videos, and participate in blogs, live chats and polls.
“This project is yet another example of Univision’s commitment to providing our online users with original, premium content which creates innovative ways for our advertising partners to connect with this audience,” said Cesar Conde, Univision Communications executive vice president and chief strategy officer, in a release.
The webnovela will be used as a vehicle for product placement. The interactive elements and a mobile extension Univision plans for it, are intended to encourage fans of the series’ two principal actors, del Castillo and Ecker, to interact with the brands that back the project.
