Allstate, Telemundo Start Online Awards for Telenovela Fans

Categories Include Best Bad-Luck Moment, a Tie-in With the Marketer’s ‘Mala Suerte’ Hispanic Ad Campaign

In an unusual awards show that combines Hispanics’ fondness for social media, awards of any kind and telenovelas, Spanish-language network Telemundo and Allstate are polling viewers for their favorite novela moments and will create an all-digital awards show around the winners in 20 categories.

Those categories include Best Actor, Best Kiss, Best Novela, Best Slap and a special Allstate-inspired Best Bad-Luck Moment, evoking the Hispanic ad campaign Allstate broke in January 2011 featuring a character called El Senor de Mala Suerte who unwittingly inflicts bad luck on everyone around him.

Read the entire article at AdAge.