Telemundo announced the launch of “El 12” (“The 12th”), a new, bilingual digital initiative in partnership with global media soccer outlet Copa90 to search for the next generation of top soccer influencers.
Telemundo said it will search for real soccer fans and supporters of the Latin American teams participating in the World Cup, and select, train and develop a group of the nation’s top soccer enthusiasts to be part of the first-ever U.S. Hispanic content creator network specifically focused on soccer. Those creators will be tasked to share their passions, experiences and how they celebrate their national team with family and friends, while building excitement and awareness of Telemundo’s Spanish-language coverage of the 2018 Fifa World Cup in Russia.
In a statement, it was explained that the first stage of the campaign would be a call to fans via Telemundo and Telemundo Deportes social media platforms and the Copa90 network. Soccer fans across the U.S. have be encouraged to submit content that showcases what fuels their passion for their national team, and demonstrate how they plan to support their team’s efforts during the World Cup.
In stage two, finalists will be provided with new cameras and gear to help expand their creativity. They will be asked to share their stories in real-time during the international friendly matches scheduled to be played across the U.S. in March. By stage three, the final group of influencers will be part of a number of short films that will be created in anticipation of the Fifa World Cup and distributed via Telemundo and COPA90’s social media accounts. Influencers and content will be leveraged in Telemundo’s programming and marketing of the Fifa World Cup across all platforms.
“Telemundo and Copa90 are partnering to show through compelling content and storytelling how bilingual soccer fans across North America come alive when the Latin American national teams they support take the field,” said Peter Blacker, Executive Vice President, Digital and Emerging Business for NBCUniversal Telemundo Enterprises. “This initiative celebrates the fans and gives them the opportunity to be among the voices and faces of Telemundo’s Spanish-language World Cup coverage.”
Added Tom Thirlwall, Copa90’s chief executive. "We are very proud of our partnership with Telemundo. Building the first-ever, Hispanic creator network with the aim of delivering brilliant and distinct content across the tournament and reaching the next generation of fans is an important strategic initiative for both companies. Telemundo and Copa90 are providing an unprecedented platform for fans to share their passion and excitement for the World's most important sporting event."
Networks are building intriguing partnerships as we approach the Russian iteration of Fifa's largest tournament. Last month, Fox Sports announced a partnership with Twitter for real-time video highlights and a daily show with top soccer legends, and with Snapchat on a daily collage of game footage for the event.