El broadcaster del US Hispano Telemundo lanzó El 12, una nueva iniciativa digital bilingüe que buscará a la próxima generación de influencers en el mundo del fútbol de ese país.

En el año del Mundial de Fútbol Rusia 2018 y en alianza con la compañía COPA90, la cadena buscará fanáticos de fútbol de los equipos latinoamericanos que participen de la Copa del Mundo. De allí seleccionará, entrenará y desarrollará un grupo de entusiastas que serán parte de esta nueva generadora de contenidos enfocada específicamente en este deporte.

Los seleccionados serán los encargados de compartir sus pasiones, experiencias y cómo celebrar a sus equipos nacionales con amigos y familia, mientras promueven la cobertura de Telemundo del principal evento mundial deportivo de este año.

Peter Blacker, EVP, digital and emerging business, Telemundo, explicó: ‘Nos asociamos en esta iniciativa con el objetivo de mostrar a través de contenidos reconocidos una nueva forma de narración bilingüe con fanáticos del fútbol de todo el país. El objetivo es celebrar con ellos y darles una oportunidad de estar entre las voces y caras de la cobertura del mundial’.

La primera parte de la campaña comenzará con la convocatoria a través de redes sociales de Telemundo y TelemundoDeportes, y el network COPA90. Los interesados deberán enviar contenidos que demuestren su pasión por los equipos nacionales y contar cómo planean apoyar a esos equipo durante el evento en Rusia.

Tom Thirlwall, CEO, COPA90, añadió: ‘Estamos orgullosos de esta alianza que hemos construido. Se trata del primer network de creación de contenido en el mercado hispano, y tendrá como objetivo entregar contenido distintivo a lo largo del torneo, alcanzando a la nueva generación de creadores y fans. Estamos proveyendo una plataforma única y sin precedentes en el mercado’.

En una segunda etapa, los finalistas recibirán cámaras nuevas y será apoyados por las compañías para expandir su capacidad creativa. Se les pedirá que compartan sus historias en tiempo real durante los partidos que se organizarán en USA durante marzo. La selección final de influencers será parte de un número de cortos que serán creados antes que comience el mundo a través de las redes sociales de Telemundo y COPA 90.


English Content:

Network to partner with soccer media platform for nationwide search of bilingual soccer influencers

MIAMI – February 7, 2018 – Telemundo, the exclusive Spanish-language home of the 2018 FIFA World Cup Russia™, today announced the launch of “El 12” (“The 12th”), a new, bilingual digital initiative to search for the next generation of top soccer influencers in partnership with the global soccer media company COPA90. Through this effort, the network 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. The selected 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 Russia™.

“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, 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.”

The first stage of the campaign will kick off with a call to fans via Telemundo and Telemundo Deportes social media platforms and the COPA90 network. Soccer fans across the U.S. will 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 2018 FIFA World Cup Russia™.

“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,” said Tom Thirlwall, COPA90 CEO. “Telemundo and COPA90 are providing an unprecedented platform for fans to share their passion and excitement for the World’s most important sporting event.”

During the second stage of the search, 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.

The final selection 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.

COPA90 is a global soccer media company with over 100 million views per month and is now regarded as the definitive youth media brand for football. COPA90 hits and highlights include the recently launched ‘Walk Talk Football’ show – hosted by former MLS All-Star and U.S. Men’s National Team Player, Heath Pearce,  “Behind Enemy Lines,” a mini-doc about the history and lore of Mexico’s famed Estadio Azteca.