Why NBC Sports activities, musical.ly Partnered For Olympics In PyeongChang

Nia Sioux (Photograph by Charley Gallay/Getty Photographs for iHeartMedia)

Individuals don’t watch the Olympics in the identical approach they used to. Due to that, NBC Sports activities has provide you with alternative ways to succeed in viewers, particularly the youthful demographic. One partnership that got here to fruition was with musical.ly, a well-liked cellular platform with entertaining brief movies.

And it delivered greater than 25 million engagements across the Winter Video games, in line with NBC.

During the last two weeks followers have gone behind-the-scenes in PyeongChang with a pair of social correspondents, Nia Sioux and Ross Smith. Sioux is understood for her appearances on Dance Mothers whereas Smith is a social media star who creates brief, comedic movies. musical.ly additionally inspired followers to submit their very own video reactions utilizing in-app hashtags.

Lyndsay Signor, Senior Director, Shopper Engagement, NBC Sports activities Group had the next to say throughout an interview with Sports activities Video Group: “We’re placing Olympic content material on musical.ly, which is an app which has a really younger demo, and simply sort of testing the waters with, you already know, ‘Does this demo assume the Olympics is cool?’ If not, can we perhaps encourage them to assume it’s cool?”

It appears the activation was a hit — over the primary weekend of competitors, broadcasts from Sioux, Smith and NBC generated over 10 million engagements.

“Individuals love an expertise that feels actual and relatable,” Smith stated in a press release. “They need to see behind the scenes, the errors, the realities. Individuals are likely to really feel extra snug when an influencer like myself is telling the story vs. a big manufacturing firm. It’s nice that we’re in a position to make use of digital media to convey that actual-life really feel to a worldwide occasion like this.”