Telemundo is launching a multiplatform campaign, ‘#YoTambienSoyReina (I Am Also a Queen)’ to engage its audiences leading up to the return of its show, ‘La Reina del Sur’ season two.
The campaign for the NBC Universal-owned Spanish language channel seeks to open a dialogue with its fans by asking them to share their life experiences, explaining when and why they have felt like a 'queen,' like the show’s lead character, while providing a place to feature and highlight their stories of success and empowerment.
Starring Kate del Castillo in her iconic role of Teresa Mendoza, ‘La Reina del Sur’ season two premieres on Monday, April 22 at 10pm/9C. In the new season, Mendoza must regain her throne as ‘La Reina’ as she embarks on the most important mission of her life – saving her daughter. To do this, she must assert her strength, independence and self-reliance, all qualities that viewers experience as they seize opportunities and overcome obstacles in their daily lives, which is why the show wants people to share those personal experiences.
#YoTambienSoyReina will live on the @ReinaDelSurTV accounts on Instagram, Facebook and Twitter. In addition, fans will be able to share their stories at consumer events in key markets across the country and hear stories from ‘La Reina del Sur’ cast members, as well as other Telemundo talent.
The trailer for the new season broke Telemundo’s record, registering 8.1m views in its first week across all digital platforms.
“La Reina del Sur is ultimately the story of a woman’s determination and belief in herself,” commented Karen Barroeta, senior vice president, marketing and creative at Telemundo. “With #YoTambienSoyReina, we wanted to open the conversation with our viewers and provide a platform for them to connect with ‘La Reina’ through their own real-life success stories.”
‘La Reina del Sur’ season two is a co-production between Telemundo Global Studios and Netflix. Telemundo has the exclusive rights in the US and Puerto Rico, and Netflix has the exclusive rights for the rest of the world for OTT.