Monday, August 8, 2011

Yahoo! en Español launches Sports Spot sponsored by Corona Extra

Yahoo! en Español has launched an original sports feature called "La Locura" that is sponsored by Corona Extra.

The feature is a three-minute long segment featuring an offbeat look at funny sporting moments of the week. Yahoo! en Español developed the concept and approached Corona about the sponsorship, Yahoo!'s Armando Rodriguez tells MarketingVOX. “Corona wants to target male Hispanics between the ages of 21 to 34,” Rodriguez says. “This was the perfect opportunity for that as the brand will be organically integrated with the video experience."

The feature, which will be updated once a week, also has social elements that will allow Corona to interact with the fans, he adds. For instance, there will be a ‘fan pull’ in which the site asks a question and the top rated answer of the poll is then integrated into the video the following week. Fans will also vote on the craziest sports stunt featured and each week, the winner is awarded the dubious distinction of being "La Copa Loca."

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