Sofia Vergara’s 4.2 million Twitter followers have seen the actress post a consistent stream of photos of her family, her friends and her Modern Family co-stars. Soon, many of those photos and posts will take her Twitter fans to a new Web site called NuevoWorld, which will make its debut on Friday.
The site was created by Luis Balaguer, Ms. Vergara’s business partner and the co-founder of Latin World Entertainment, a Hispanic talent agency and media company the two founded in 1998.
Users who click on Ms. Vergara’s Twitter posts will be directed to her NuevoWorld page instead of to Instagram or Yfrog - popular social media photo sites. Some of the photos will be enabled with technology that allows users to purchase items similar to the ones Ms. Vergara might be wearing.
Other content on the site will include videos and branded content from CoverGirl, Diet Pepsi and Pepsi NEXT, the initial sponsors for the site. NuevoWorld “really puts the relationship between brands and talent on steroids,†Mr. Balaguer said. (Ms. Vergara is also a spokeswoman for each of the products.)
Advertisers will also have traditional display ads on the site, but mostly the brands will focus on creating content, said Shiv Singh, the global head of digital at PepsiCo Beverages. “This isn’t a relationship that’s based ad units and banners, it’s a content relationship,†Mr. Singh said.
Digital ads on the site would be a way for visitors to connect to, say, an video series starring Ms. Vergara. “We see ourselves as a content partner to Nuevo World and not just an advertiser,†Mr. Singh said.
Other Hispanic celebrities that will debut pages on the site include Raúl “El Gordo†De Molina, the host of the Univision entertainment show “El Gordo y La Flaca†and Chiquinquirá Delgado, a co-host on the Univision show “Sábado Gigante.â€
