mun2 and Valvoline Team Up to Engage Latino Car Enthusiasts On-Air and Online With RPM MIAMI

USA - English

• Latin America - español

MIAMI, May 2, 2011 /PRNewswire/ -- mun2, Telemundo's bicultural, bilingual cable network, announced today the largest partnership integration in its history with Valvoline, a leading producer of quality automobile and industrial products and services, through an online viewer contest titled "Valvoline NextGen™ King of the Street" in support of its new, adrenaline-pumping scripted series, RPM MIAMI.  Visit www.mun2.tv/rpm to view first episode and http://www.nbcumv.com/mediavillage/networks/mun2/rpmmiami/photos for images.

(Photo:  http://photos.prnewswire.com/prnh/20110502/LA93770)

The user-generated contest will be promoted on-air, online and extensively on Facebook, encouraging car enthusiasts to upload photos of their tuner cars for judging. The online community at mun2.tv and on Facebook will then vote to determine the winner of the best car, who will be awarded cash and a trip to the largest tuner car auto show in the country.

Valvoline is one of the sponsors that recently signed on to be a part of mun2's first-ever bilingual scripted drama series, "RPM MIAMI," where young Latinos will struggle to make something of themselves by day and reign the underground racing scene by night. Valvoline NextGen™ – a revolutionary motor oil that is 50 percent recycled and made from a breakthrough process that exceeds industry standards – will be organically integrated into the show through a Valvoline NextGen™ branded garage.

"This is mun2′s most ambitious original production to date, and the advertising community has taken notice of our investment and commitment by participating in what is the largest and most robust partnership integration in our network's history," said Dan Lovinger, Executive Vice President of Advertising Sales & Integrated Marketing, Telemundo Communications Group.

Valvoline also is launching an exclusive digital integration on mun2.tv, providing viewers and car enthusiasts access to exclusive secret scenes that will not air on television, episode recaps featuring the hottest models, behind the scenes footage, and nearly a dozen slideshows featuring high quality images of the production process.

"We partnered with Telemundo to help our client, Valvoline, reach the youth bicultural Latino segment," said Gustavo Razzetti, Chief Strategy and Engagement Officer at Grupo Gallegos, the agency of record for Valvoline. "Our RPM platform is a seamless integration of social media, digital, promotion and original content."

Now that RPM MIAMI started airing on May 1st, 10 p.m. ET/PT, viewers will be prompted to go online to see scenes providing insights about the characters and clues as to where the plot is headed. They also will be encouraged to test their drifting skills with a retro-arcade driving game featuring images and music from the new series. The game will be playable on the web and on mobile devices such as the iPad, iPhones, iTouch and Android phones.

Other exciting interactive offerings for viewers include being able to affect the outcome of a significant plot point in the final episode by voting after the penultimate episode. The alternate scene from the series finale will be available for viewing online.

Viewers will be able to catch up on the new RPM MIAMI series regardless of when they begin watching by playing any of the four recaps made exclusively for the web featuring music video vixens and hot cars.

RPM MIAMI started airing weekly on May 1st at 10 p.m. ET/PT on mun2. To see a preview of the new series, go to http://mun2.tv/rpm

About Telemundo:

Telemundo Communications Group, Inc. & Subsidiaries ("Telemundo"), a division of NBC Universal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multiplatform portfolio to U.S. Hispanics and audiences around the world.  Telemundo's multiple platforms include Telemundo, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events, reaching 94% of U.S. Hispanic viewers in 210 markets through its 14 owned stations, 1 independent station (WKAQ in Puerto Rico), 46 broadcast affiliates, and over 1,000 cable affiliates; mun2, the preeminent voice for bicultural Hispanics in the U.S., reaching over 35 million U.S.  TV households nationwide on digital and analog cable, satellite and free television; Telemundo Digital Media, which leverages Telemundo's original content for distribution across digital and emerging platforms including mobile devices and www.telemundo.com and www.holamun2.com; and Telemundo International, the company's international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.

About mun2:

mun2 (moon-dos) is the lifestyle cable network for today's culture connectors (C2s) – bicultural Latinos 18-34. As the bilingual network that amplifies the Latinos experience, mun2 is culturally-grounded and reflects the best of both worlds – mun2 is uniquely American. From reality to music, on-air to digital, mun2 creates original content across a multi-screen platform. As the only nationally measured bilingual cable network by Nielsen NTI, mun2 has an increased distribution to over 35 million households, and is a part of the Telemundo Communications Group, a division of NBC Universal.

About Valvoline:

Valvoline, a brand of Ashland Inc. (NYSE: ASH), has been serving American motorists longer than any other motor oil. The Valvoline family of products includes Eagle One® appearance products, Car Brite® car restoration products, Zerex® antifreeze, SynPower® performance products and MaxLife® products created for higher-mileage engines. With more than 850 locations throughout the United States, Valvoline Instant Oil Change® is a leader in serving the quick lube market.

SOURCE mun2