Twitter Powers Social Video for U.S. Open and Heineken

Branded tweets bounce into tennis tourney

Twitter has struck a video-based deal with the United States Tennis Association and Heineken for the U.S. Open, which began today. The USTA will tweet video content during its two-week Grand Slam tourney via Twitter's Amplify platform while constantly featuring the beer company.

Heineken will appear in five-second pre-rolls for the USTA's spots as well as in a banner unit on the video player. The Dutch brand can then retweet those highlights to its followers, Lew Sherr, chief revenue officer for the tennis organization, told Adweek.

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