Univision is kicking off a new deal with Twitter by letting State Farm, McDonald's and Verizon run ads on tweeted videos of World Cup highlights.
The 5- to 7-second ads come before game clips aired on Univision's @UnivisionSports Twitter handle. Univision Sports will tweet several sponsored highlights per game. This one from Wednesday's Netherlands-Australia game, for instance, features a quick ad from State Farm:
[seealso slug="van-persie-header-goal-meme"]
¡Al 54' #NED empató el partido con un fantástico gol conducto por Van Persie! Míralo aquí @StateFarmLatino http://t.co/gqypgo7oY3— Univision Deportes (@UnivisionSports) June 18, 2014
This clip from Tuesday's Russia-South Korea game included a plug for Verizon:
El segundo tiempo se abre con un disparo peligroso de Rusia. #RUS 0 – 0 #KOR Mira el video aquí @VerizonLatino http://t.co/iOQoFmOngc— Univision Deportes (@UnivisionSports) June 17, 2014
Twitter introduced Amplify in May 2013. The program lets media companies "amplify" their Twitter engagement with video clips. Amplify now has more than 61 media partners, including all four major U.S. TV networks. Univision is the first Spanish-language partner.
David Beck, head of social media at Univision, says because Twitter doesn't ask you what your primary language is when you sign up in the U.S., the network has no idea how many people on Twitter speak Spanish. "That's a tough stat to get," he says.
Univision holds the Spanish-language rights to air the tournament in the U.S. In addition to broadcasting the games, it is streaming them via a Univision Deportes app.
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