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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