Fox Media is adopting a more international approach to the marketing of its content properties, as it looks to communicate with viewers in more engaging ways.

The broadcaster, which screens shows such as American Horror Story and The Walking Dead, plans to take a more global approach to its marketing in 2016 and beyond, including for its sports coverage.

Last month, the broadcaster kicked off a global social campaign to mark the return of Germany’s Bundesliga football league, for which it holds the screening rights in Asia, Latin America, the US, and a handful of European markets including Italy and the Netherlands.

The ‘#18TOWIN’ campaign invited football fans to guess the outcomes of 18 penalty kicks using emoji, with the results revealed last Friday (5 February). Fox claims the promotion reached over 200 million fans on Twitter, and accrued 2.8 million video views on Facebook in 65 countries.

According to Antoine Chapuy, Fox Media client services and marketing manager, Europe and Africa, the company is looking to adopt a similarly international approach to the marketing of content such as The Walking Dead and 11.22.63, the new show by Star Wars producer J.J. Abrams.

Last month, Fox scrapped its International Channels division after the departure of president and chief executive Hernan Lopez, who left to set up a new audio on demand network, Wondery.

Fox Networks Group now operates three regional hubs. Fox Networks Group Europe is led by Jan Koeppen; Fox Networks Group Latin America is overseen by Carlos Martinez; and Fox Networks Group Asia is run by Zubin Gandevia.

All three report to Fox Networks Group chief executive Peter Rice and chief operating officer Randy Freer.