MTV TR3S AND EYE PARTNER

MTVtr3s launches Hispanic teen-oriented campaign

Mall media operator EYE is proud to be working with MTV’s MTV Tr3s to launch their new music telenovela, Isa TKM, the #1 hit teen telenovela that has become a phenomenon across Latin America. The debut episode of Isa TKM aired Monday, June 22 at 5pm EST, with new episodes following each weekday at 5pm EST.

This exciting new campaign kicked off Monday in over 20 EYE malls in the New York, Los Angeles and Phoenix DMAs with a combination of EYE’s static and digital formats.

Jessica Cappucci, Manager MTV Tr3s Marketing commented, “MTV Tr3s is reaching out to the Latino teen audience with this show and we knew there was no better place for our message than at the mall”.

The 105 episode telenovela acquired from Sony Pictures Television (SPT) centers around a charismatic teenager named Isabella (played by newcomer Maria Gabriela de Faria) who is on the verge of facing her first love, her first kiss and finding out who her real parents are. Isa TKM contains musical elements using lots of color and an irreverent storyline. Viewers are sure to enjoy the adventures, hopes and dreams that these characters will experience.

Jeff Gunderman, SVP Eye Shop said, “EYE malls have excellent reach of the Hispanic demographic in these cities so this campaign was a natural fit.”

“Our recent Teen Shopper Profile study by Arbitron found that teens visit the mall five times per month and spend nearly two hours each visit. This shows that malls are a perfect environment for advertisers such as MTV Tr3s to reach this young receptive audience,” he added.

The EYE portfolio in the USA encompasses over 3,500 panels in 250 shopping malls across the country, with more than half the
portfolio sitting in the top 30 DMAs. EYE’s digital network includes nine malls across the country and consists of 69 digital units.

About MTV Tr3s

MTV Tr3s (mtvTr3s.com) is available in broadcast in 7 million Hispanic TV households and 38 million total TV households, making it the most-widely distributed TV network dedicated to superserving today’s bicultural Latino youth. MTV Tr3s programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, the MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate U.S. Latino hybrid identity and culture

Source: EYE