Bud Light Signs as Presenting Sponsor with Multimedia Integrations
ESPN Deportes launches #Redes, the first live multi-screen viewing experience geared towards the bilingual Hispanic sports fan. Presented by Bud Light, the new 60-minute program gathers content from around the web, immersing itself in social conversations about sports, entertainment, music and pop culture. #Redes launches on Monday, January 21 airing weekdays at 8 p.m. ET.
As the presenting sponsor of #Redes, Bud Light will have branded placements on the set and logo integrations across the different segments. #Redes will also feature an extension of Bud Light’s successful Fan Forum execution presented on ESPN’s SportsCenter, where the show provides a forum for fans to have live conversations online about key topics of the day. In addition, the sponsorship will include exclusive brand integrations on the show’s mobile and digital assets, including Facebook and Twitter.
“Television consumption continues to evolve and so are our viewers, especially the new generation of Hispanic sports fans who regularly interact across social media space while consuming our content,” said Lino Garcia, General Manager of ESPN Deportes. “We are excited to offer Bud Light a unique opportunity to connect with the sports fans across TV and our digital assets with innovative, relevant content”
“Fans are turning toward second-screen experiences to enhance their sports viewing, and #Redes will perfectly capture the trends and social conversations that matter to Latino millennials,” said Blaise D’Sylva, Vice President, Media, Sports and Entertainment Marketing, Anheuser-Busch. “We’re also excited to bring the Fan Forum to ESPN Deportes and provide fans a platform to share their thoughts and opinions to a national audience.”
#Redes will monitor social trends through various digital platforms to deliver a light and entertaining mix of sports, pop culture news and music. The program aims to capture bicultural sports fans that are digitally savvy, socially connected and constantly searching for the “second screen” experience. The show’s hosts will also connect with athletes and fans outside studio walls via Skype and other social media platforms, even allowing them to take center stage on set via a 103-inch monitor.
The topics will be selected by utilizing a specially designed aggregation tool to monitor social trends on the rise, track down tweets, Facebook posts, YouTube videos and photos. The data and content gathered online will then be part of a variety of interactive segments that integrate sports with real-time social conversations, music playlists and pop culture.
Versatile sports journalist and lead host Carolina Guillén will be joined by co-hosts, Alfredo Lomeli and Barak Fever. In addition, Marianela Pereyra, host of ESPNU’s Unite, will regularly appear on the show, as well as Chuey Martínez, the LA-based TV and radio personality known for his unique and flavorful style influenced by his Latino background. The talented bunch brings expertise, personality and fun to ESPN Deportes sports programming.