Telemundo today announced multiplatform sponsorship initiatives with Toyota, Revlon and T-Mobile that will be part of its new reality competition series, "Yo Soy El Artista." Hosted by international star Lucero, the revolutionary program will debut on Sunday, September 14 at 8PM/7C."At Telemundo, we are dedicated to delivering to our audience the most compelling and cutting-edge reality programming on television," said Mike Rosen, Executive Vice President of Advertising Sales, NBCUniversal Hispanic Group. "Our partnerships with Toyota, T-Mobile and Revlon will introduce a brand new take on the music competition format, with unique and unprecedented opportunities to connect with consumers as they join us in our quest to discover the world's next great performing artist."Toyota's exclusive auto sponsorship with "Yo Soy El Artista" will involve organically incorporating America's best-selling car, the Toyota Camry, and Toyota Prius, America's best-selling hybrid, via engaging integrations throughout the 13-episode run. Toyota will also sponsor branded vignettes that will give viewers a sneak peek into the top contestants' journeys and struggles as they reach the final Gala phase of the competition. Toyota will sponsor cross-promotional segments about the series on popular Telemundo programs, including: "Un Nuevo Día," "Suelta La Sopa" and "Suelta La Sopa Extra," along with weekly "Yo Soy El Artista" Golden Minute capsules. The partnership will extend off the television screen with a digital component, "La Trayectoria" (The Path) and a Twitter Amplify program which will allow audiences to become part of contestants' path to stardom by sharing and engaging with exclusive videos, galleries and social storytelling.As the exclusive beauty sponsor, Revlon will feature Revlon Luxurious ColorSilk Buttercream™ hair color in a number of multi-platform initiatives, helping to empower contestants in their quest to becoming "The Artist." Throughout the series, participants will cultivate their style and artistic presence with the help of Revlon Luxurious ColorSilk Buttercream™, a nourishing cream hair color. Miguel Garcia, International Artistic and Education Director for Revlon Professional and expert stylist for Revlon Luxurious ColorSilk Buttercream, will lead a three-episode challenge asking the aspiring artists to create and perform a Revlon-inspired song. Telemundo will produce a music video to accompany the song, which will premiere during a commercial break. The partnership will also include Revlon style transformations, with Garcia coaching finalists on their overall looks and female contestants receiving Revlon Luxurious ColorSilk Buttercream hair color makeovers. A Revlon-branded digital hub, "Estilo de Artista" (Artist Style), will house exclusive footage from the in-show song challenge and style transformations as well as behind-the-scenes, before and after photos from the series, "Yo Soy El Artista" fan makeover photos from "Un Nuevo Día," a rank-it-tool, co-branded banners, and "Yo Soy El Artista" Facebook, Twitter and editorial promotions.
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