Client: Telemundo/NBC Universal
Project: La Voz Kids
Brand: Gain (Procter and Gamble)
During the semi-final of La Voz Kids (The Voice Kids), viewers were given the chance to interact via social media for a chance to see themselves on TV. The initiative was sponsored by Gain (Procter and Gamble detergent brand).
The show’s hosts made a call to action during the commercial break to use the La Voz Fresh Kids app/website (created by Digital Kitchen), submit their info and stay tuned until the end of the show.
The online app connected to the user’s Facebook profile where they could choose their favourite photo and a Gain-sponsored video clip was created with the user’s photo and name embedded in various scenes, making them the star. Fans were given the option to share with their friends on Facebook or ‘Share to TV’ for a chance to have their clip chosen for air on Telemundo.
After the entry period closed, ineligible entrants (based on location or age) were filtered out and a randomly selected winner was verified by Telemundo and Starcom Mediavest Group officials using never.no’s moderation tools. Two different regionalised versions were created – one for the East Coast and one for the West Coast. The broadcast-quality content was published using never.no’s platform and married to the master video in Vizrt for on-air playout by Telemundo in the final act of the show.