As the #1 producer of Spanish-language scripted content in the United States, Telemundo reaches 94% of Spanish-speaking viewers in 210 markets through 30 local stations, 50 affiliates, and its national feed. Telemundo’s original programming is syndicated in over 100 countries and translated to over 35 different languages. In October 2020, the network set out to launch El Domo Del Dinero, a new reality competition show in which 20 contestants put their strength and endurance to the test for the chance to win $500,000.
Although Telemundo is a well-known and recognizable brand, launching El Domo Del Dinero meant driving awareness around a completely new title. Meanwhile, the launch coincided with the height of pandemic lockdowns, when viewers were inundated with new shows and streaming services, and many were already experiencing screen fatigue. Telemundo’s agency, Spark Foundry, set out to find a unique ad format that could engage viewers and capture their attention. They had explored TAPJOY’S INTERACTIVE END CARD options for previous shows that were postponed due to the pandemic, so they were excited to have a chance to put the format to use for El Domo Del Dinero.
Views in 2 weeks
Video completion rate
Clickthrough rate - nearly 3x benchmarkto
Climbing above the fray to drive maximum awareness
Spark Foundry’s primary goal was to use Interactive End Cards to drive maximum awareness around the launch of El Domo Del Dinero. The show’s tagline, “Fighting for money has never been this much fun,” demonstrates the program’s lively and spirited tone. But while the team wanted to focus on fun to drive maximum awareness, their relevance and brand safety concerns called for targeted placements aligned with Telemundo’s standards.
The launch also took place in the fall of 2020, when cold winter months were quickly approaching and frightening pandemic projections dominated the airwaves. As the viewing public braced for more lockdown restrictions and prepared for an indefinite period in front of their screens, one of Spark Foundry’s key challenges was to cut through the noise of the saturated and gloomy media landscape. How could Telemundo leverage the playability and fun nature of IECs to capture attention and inspire engagement within this consumer climate?
“Launching a new reality television show during COVID came with many challenges, including the need to maximize ad spend through relevance and preserve brand safety first and foremost.”
- Claudia Chagui, SVP, Marketing & Creative, NBC Universal Telemundo Enterprises