Throughout final yr’s Summer time Olympics in Rio de Janeiro, NBC tried one thing new — masking the motion not simply on TV, but in addition on Snapchat. The outcome? Tens of tens of millions of viewers on the social platform tuned into Olympics content material.
“We walked out of Rio after seeing super outcomes on YouTube — I feel there have been billions of views of our content material on YouTube, and Snapchat had 35 million beneath 24-yr-olds watching the Olympic content material that we created along with them and Buzzfeed,” Gary Zenkel, the president of NBC Olympics, stated throughout an Promoting Week panel in September.
NBC’s partnership with Snapchat and Buzzfeed — NBCUniversal additionally invested in each corporations — created quite a few Snapchat Uncover tales in Rio, and can do the identical for this winter’s Olympics in Pyeongchang, South Korea, in accordance with an announcement from March.
“We labored with them on a plan for the Olympics, and the Olympics was an enormous success on Snapchat in Rio final yr — over 35 million individuals within the U.S. tuned into Olympics protection on Snap — and for each NBC and Snapchat, it was an enormous win,” Nick Bell, Snap Inc.’s VP of Content material, stated throughout a panel on the Edinburgh Worldwide Tv Pageant.
Snap helps NBC maintain its Olympics protection related to a youthful viewers that watches much less conventional tv. NBC, which owns the rights to broadcast the Olympics till no less than 2032, paid $four.38 billion in 2011 and one other $7.seventy five billion in 2014 to increase their rights till the 2032 Summer time Olympics.
Bell stated Snap and NBC began speaking concerning the Olympics and NBC executives have been fearful that the $12 billion complete funding in broadcast rights would progressively lose worth. After the success of the partnership through the Rio video games, “the dialog continued about how we might do extra collectively … NBC subsequently invested in Snap and it actually helped tighten the connection,” Bell added.
“Clearly there’s a piece of the viewers that’s younger and is spending extra time there (on Snapchat) than they’re watching linear tv, and we’re prepared to simply accept the truth that if we’ve to pour some extra protection there, we’re gonna proceed to do it,” Zenkel added.
The precise protection that might be obtainable on Snapchat will embrace Our Story content material that’s submitted by followers and “Snapchatters” in Pyeongchang, in accordance with NBC’s announcement. Snapchat will curate the submissions to ship the expertise of being on the Olympics.
Then again, Writer Tales will function content material that absolutely covers the Video games and shall be produced by Buzzfeed. Buzzfeed will reap the benefits of NBC’s entry to Olympians and venues, the announcement revealed.
“We’re working with them (Snapchat) once more, we’re very targeted. We love that platform, and Buzzfeed — an organization that NBC has an funding in — is admittedly, actually expert at creating protection and creating content material that’s designed for that exact viewers,” Zenkel stated.
“I gained’t get into actual particulars, however the what I’ll name ‘protection’ on Snapchat will take it to a brand new degree in Pyeongchang and we’re enthusiastic about that.”