Episode 36 of the DSMSports Podcast w/ Dan Palla of NBC Sports & Olympics
How NBC Used Digital PR to Drive Record Olympics Tune-In
Transcript of How NBC Used Digital PR to Drive Record Olympics Tune-In
© 2012 360 i
Presented by:
The Road to Gold NBC and Influencers Team Up for London 2012
Ruthie Wittenberg
Senior Director of Marketing
NBC Universal
Sarah Hofstetter
President
360i
Our Goal
Build buzz among new audiences to drive record
tune-in
PROPRIETARY & CONFIDENTIAL 3
Our Approach: Smarter Social Spread
Social networks increase
amplification & conversation
PROPRIETARY & CONFIDENTIAL 4
Putting influencers at the center starts with listening
When?
Who?
Where?
PROPRIETARY & CONFIDENTIAL 5
Helping us identify core audiences
Sports Enthusiasts
Millennials
Pop Culture Junkies
Moms
PROPRIETARY & CONFIDENTIAL 6
PROPRIETARY & CONFIDENTIAL 7
We put social at the core of NBC’s Digital Ecosystem
PROPRIETARY & CONFIDENTIAL 8
And ensured each channel had a designated role
PRE-GAME ROLE IN-GAME ROLE CHANNEL
Connect + Excite Promote + Recap
Inspire + Converse Report + Converse
Recruit + Spark
Celebrate + Curate
Drive + Activate relevance and participation
around the NBC Olympics
interest and exploration
around the NBC Olympics
excitement around the
Games
real-time news as the go-to
media source
relevant news as a means of
anticipation
all fans of the Olympics as a
means of ownership
interesting events and
highlighted stories
Ignite + Curate excitement for the upcoming
Games
Bringing it All Together
PROPRIETARY & CONFIDENTIAL 10
We started the conversation 100 days out in Times Square
PROPRIETARY & CONFIDENTIAL 11
And amplified buzz pre-game
VIDEO + ASSET SEEDING EXCLUSIVE TOP-TIER FEATURES
PROPRIETARY & CONFIDENTIAL 12
Reached millennials through Hello Giggles collaboration
PROPRIETARY & CONFIDENTIAL 13
Connected with moms with a #TeamMom Twitter party
PROPRIETARY & CONFIDENTIAL 14
Inspired families with NBC Olympics parties
PROPRIETARY & CONFIDENTIAL 15
And seeded exclusive content that drove buzz
The Results?
PROPRIETARY & CONFIDENTIAL 17
Record Buzz & Tune-in
124MM impressions
generated via influencer
marketing, a 2,500% increase
from Beijing
Female tune-in eclipsed
Beijing & Vancouver Games
“
Set the record as the most-watched event
in American TV history!
PROPRIETARY & CONFIDENTIAL 18
Key Takeaways
1. Timing Invest in diverse
audiences early,
building up the
buzz will pay off.
PROPRIETARY & CONFIDENTIAL 19
Key Takeaways
2. Relevancy Carve out unique
audiences & cater
your content to each
segment’s needs,
don’t try a one-size-
fits all approach.
1. Timing Invest in diverse
audiences early,
building up the
buzz will pay off.
PROPRIETARY & CONFIDENTIAL 20
Key Takeaways
3. Reach Influence them
where they’re
engaged in social
– think beyond
blogs!
2. Relevancy Carve out unique
audiences & cater
your content to each
segment’s needs,
don’t try a one-size-
fits all approach.
1. Timing Invest in diverse
audiences early,
building up the
buzz will pay off.
Questions?