Craig Geller, executive vice president, Network Sales and Digital, Azteca America
Azteca America, which announced at its Upfront last month that it would be incorporating Real-Time Participatory Media (RPM) into its programming, has signed its first sponsor for the service. Western Union has kicked off a two-week promotion — tied to Mothers Day — that showcases Aztecas capability to deliver high-level engagement between viewers and shows. The deal was announced by Craig Geller, executive vice president, Network Sales and Digital, Azteca America. Western Union is sponsoring RPM activities during Escape Perfecto, which airs during Azteca Americas popular 7pm family game show hour, La Hora Ganadora. Starting May 4th, viewers were invited to participate in Celebrando a Mamá, and answered Mothers Day-themed trivia where they were asked: What was the best gift you gave your mother? After viewers responded, the show hosts closed the segment with stories about their most cherished moments with their own moms. Western Unions sponsorship includes a branded quiz capsule, Western Union logo placement and a 30-second Western Union TV spot. We are excited to be launching RPM on Azteca America with a brand as prestigious as Western Union. Western Union recognizes the audience that Azteca delivers and the added benefits RPM brings in creating a more engaging TV experience that connects in an experiential way with their consumer, said Geller. RPM will become an increasingly valuable asset for Azteca America as it begins to integrate the service into its game shows and adventure reality programs. As a network, Azteca is investing in more engaging and interactive ways to connect with viewers in an entertaining trivia environment that continues to evolve with the changing marketplace and the future of digital marketing.
