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Univision's GM of Digital Mark Lopez on the success of 'Premio Lo Nuestro'


By Natan Edelsburg, SVP

March 7, 2016 | 3 min read

Last month Univision aired the 28th Annual Premio Lo Nuestro. The awards show has always made a huge impact on digital and this year was no different. The airing had more engagement (tweets per uniques) than even the Oscars (according to Nielsen). It was also the first time an awards show performance was simlucast live on Facebook Mentions (there were over a million views).

Found Remote interviewed Mark Lopez, Univision's EVP and GM of Univision Digital about the success of the event and the integrations they pulled off with T-Mobile, Walmart and McDonald's.

Found Remote: Why was this awards show a big success?

Mark Lopez: Univision counts with the combination of having one of the best production teams in the industry, content that connects with several of our audience's passion points, particularly music, and creating experiences that are unique across each platform -- especially video content on mobile and social -- to deliver an engaged audience across the different windows.

FR: What were some unique activations?

ML: We were the first award show, regardless of language, to simulcast a performance on Facebook Live - it's generated over 1M views and counting. We also a executed branded content that fit seamlessly with the show and connected with our audience. T-Mobile, our presenting sponsor, partnered with us on the #EllasMandan social campaign to celebrate deserving women in our community. Our team featured video content on Facebook and Instagram as part of this campaign.

We also partnered with Walmart and urban singer Maluma to underscore the retailer's theme of living better with video and GIF content across all our platforms.

McDonald's was also key with connecting with fans on @PremioLoNuestro's Twitter via Amplify -- featuring the top moments of the show.

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