Univision's media blitz aims to build viewership of its El Dragon crime drama series

Univision, a top Spanish language network in the US, is putting together a full media promotional blitz to build awareness and anticipation with its audiences for the new crime drama series, El Dragon.

That blitz includes an exclusive trailer breaking on the talent’s social media feeds on and the network’s digital and linear capabilities, plus a two-minute featurette showing how the show came about, along with promos across the network’s media portfolio, and what Univision says is its largest out-of-home (OOH) campaign in the past five years.

The story is of a man, known as El Dragon (played by Sebastian Rulli), who inherits a narco-trafficking empire and how he uses more economic and business practices to keep it alive than his predecessors. But it will still feature plenty of what the network has become known for – action, passion and intrigue. Shot on location in five different countries, the series was written by author Arturo Perez-Reverte and produced by Patricio Wills. Univision calls it one of its most high-profile shows to-date.

“It is a true, first of its kind for Spanish-language television that establishes an all-new genre – jetsetting global crime melodrama, featuring best-in-class production value with modern, smart and fast storytelling, global locations, and an A-list cast and writer,” Silvia Garcia, senior vice-president, multi-platform and media planning strategy, told The Drum. “The global production, along with its star-studded cast is the perfect catalyst for a 360-marketing campaign that combines our vast media portfolio of broadcast and cable television, radio, digital and social platforms, with a targeted local approach that together fully engages our audience wherever they may be.”

The two-minute film shows Perez-Reverte talking about how he was enlisted to write the series and how El Dragon came to be, while the trailer teases the viewer with hints of who El Dragon is, showing a mix of sexy shots, action moves and El Dragon’s love of Samurai culture.

The OOH campaign, focused in New York, Los Angeles, Miami, Houston and Dallas, kicks off today (26 August) and includes prime units, subway and bus ads, wild postings as well as efforts exclusive to LA, like geo-fencing and street decals during the East LA Mexican Day Parade. Other localized tactics include promos at soccer matches, live tent pole events and even an El Dragon game for mobile and digital featuring the two cultures portrayed in the series – Japan and Mexico.

“Perez-Reverte, along with Televisa’s Patricio Wills, are widely recognized for kick-starting the narco genre in the United States, and with ‘El Dragon’ have unleashed the next television phenomenon. This, together with the return of the talented Argentine actor and heartthrob Sebastian Rulli, coupled with strong and empowered female roles, made for the perfect opportunity to signal externally the fresh and exciting content coming to the Univision Network,” said Garcia.

El Dragon will premiere on September 30 be available in CC3 for English speaking audiences interested in viewing.

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