Upfront song-and-dance: Not just for Madison Avenue suits anymore
When networks present their upcoming slates to advertisers each year, they often feature hot musical acts performing for just a few hundred ad buyers.
Not this year: When Enrique Iglesias headlines Univision Communication's upfront on Tuesday, May 14, he'll sing not only to advertisers at the New Amsterdam Theater, but also to Times Square. His performance will be beamed live to a video screen in the heart of the packed midtown destination.
The move is meant to convey that Univision reaches across all platforms, not just TV. It plays off of the upfront theme “One for All.”
Univision is also trying to bring its viewers into the act by running a sweepstakes on its morning program “Despierta America.” Beginning today, the sweepstakes will give four viewers a chance to fly to New York to watch Iglesias.