Telemundo plots social marketing campaign for La Reina del Sur | Social TV | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
US Hispanic network Telemundo has launched La Ves por Telemundo o no la Ves (Watch it on Telemundo, or You’ll Miss Out) a marketing campaign to generate anticipation and urge new and returning viewers not to miss the second season of La Reina del Sur.
reina 15 march 2019
Beginning the night after the premiere, Telemundo will tease audiences daily across all its platforms by releasing significant story moments from that night, urging viewers not to miss the show live on Telemundo.

A first of its kind for Spanish-language television, the campaign will have the show’s stars, including actress Kate del Castillo, posting key story points from each episode on their social accounts, spoiling it for those that did not watch the episode live. The spoilers will also run across Telemundo’s social media platforms, as well as on air and streaming platforms in key Hispanic markets.

“We are creating a campaign in which spoilers are used to create a sense of urgency and FOMO among the show’s super fans,” said Karen Barroeta, SVP, Marketing and Creative, Telemundo. “This campaign will urge long-time fans and new audiences to engage in real-time viewing and encourage daily conversations around the experience of watching season two of ‘La Reina del Sur’.”

Shot on location in eight countries, the return of La Reina del Sur is set eight years since powerful drug trafficker Teresa Mendoza disappeared into the US Federal Witness Protection Program after bringing down Mexican presidential candidate Epifanio Vargas. Hers is now a life of total anonymity in Italy as Maria Dantes, peacefully raising her daughter Sofia in the Tuscan village of Massa Marittima. However, her life takes an unexpected turn, and she will do the impossible to reclaim her throne as La Reina del Sur.