Gooooaaalll! Fox Deportes Amplifies on Twitter

First Spanish-speaking media company joins program

Twitter’s second-screen Amplify program now promotes brands en Español, too. Fox Deportes and Heineken are using Twitter’s Amplify to share highlights of the UEFA Champions League tournament, Adweek has learned, targeting Spanish speakers in the United States.

Fox Deportes is sharing clips such as Barcelona star Lionel Messi scoring a goal against Manchester City, sponsored by Heineken, as part of a six-figure ad deal that will include 10 Promoted Tweets throughout the tournament. The three-firm partnership quietly kicked off Wednesday night.

“We collaborated with Twitter from an Amplify perspective to get as much engagement and interaction with the content as possible,” said Robert Rodriguez, director of digital at Fox Deportes.

It is the first Spanish-speaking deal for Twitter’s Amplify program, which has been used by mainstream media companies such as ESPN and CBS to distribute content on the social-messaging platform.

In the most recent example, ABC shared tweets through Amplify during the Academy Awards, featuring exclusive photos sponsored by Samsung. The media companies produce the content and then sign up brands to appear with the clips on Twitter.

The video tweets distributed through Amplify can be served with a branded media player and pre-roll video spots. (See Heineken example here.) In the case of Fox Deportes, the beer brand delivers a five-second clip before the soccer highlights start.

“The idea is that during the week people are working and many of our Hispanic consumers don’t have the opportunity to watch the game—and they love soccer,” said Belen Pamukoff, Heineken’s brand director. “Through Twitter, they have the opportunity to know at the moment things are happening.”

Fox Deportes owns the broadcasting rights, including highlights, for the UEFA tournament.

Heineken has sponsored sports before through Twitter Amplify—the U.S. Open tennis tournament, for instance. And the brand's UEFA-Twitter play builds on its Foursquare campaign for the soccer tourney.

Meanwhile, Amplify is starting to expand beyond the U.S., and there was a Portuguese-language deal with Globosat, a satellite/cable TV provider in Brazil. L’Oreal sponsored content from the Rock in Rio festival last fall.

Lastly, a source said, Twitter is working on additional Spanish-speaking deals.