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How NBC Used Digital PR to Drive Record Olympics Tune-In

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How NBC Used Digital PR to Drive Record Olympics Tune-In

  1. 1. The Road to Gold NBC and Influencers Team Up for London 2012Presented by: Sarah Hofstetter Ruthie Wittenberg Senior Director of Marketing President NBC Universal 360i© 2012 360i
  2. 2. Our Goal Build buzz among new audiences to drive record tune-in
  3. 3. Our Approach: Smarter Social Spread Social networks increase amplification & conversationPROPRIETARY & CONFIDENTIAL 3
  4. 4. Putting influencers at the center starts with listening Who? When? Where?PROPRIETARY & CONFIDENTIAL 4
  5. 5. Helping us identify core audiences Millennials Moms Sports Enthusiasts Pop Culture JunkiesPROPRIETARY & CONFIDENTIAL 5
  6. 6. PROPRIETARY & CONFIDENTIAL 6
  7. 7. We put social at the core of NBC’s Digital EcosystemPROPRIETARY & CONFIDENTIAL 7
  8. 8. And ensured each channel had a designated role PRE-GAME ROLE CHANNEL IN-GAME ROLE Recruit + Spark Drive + Activate interest and exploration relevance and participation around the NBC Olympics around the NBC Olympics Connect + Excite Promote + Recap all fans of the Olympics as a interesting events and means of ownership highlighted stories Inspire + Converse Report + Converse relevant news as a means of real-time news as the go-to anticipation media source Ignite + Curate Celebrate + Curate excitement for the upcoming excitement around the Games GamesPROPRIETARY & CONFIDENTIAL 8
  9. 9. Bringing it All Together
  10. 10. We started the conversation 100 days out in Times SquarePROPRIETARY & CONFIDENTIAL 10
  11. 11. And amplified buzz pre-game VIDEO + ASSET SEEDING EXCLUSIVE TOP-TIER FEATURESPROPRIETARY & CONFIDENTIAL 11
  12. 12. Reached millennials throughHello Giggles collaborationPROPRIETARY & CONFIDENTIAL 12
  13. 13. Connected with moms witha #TeamMom Twitter partyPROPRIETARY & CONFIDENTIAL 13
  14. 14. Inspired families withNBC Olympics partiesPROPRIETARY & CONFIDENTIAL 14
  15. 15. And seeded exclusivecontent that drove buzzPROPRIETARY & CONFIDENTIAL 15
  16. 16. The Results?
  17. 17. Record Buzz & Tune-in124MM impressions generated via influencer “ marketing, a 2,500% increase from BeijingFemale tune-in eclipsed Beijing & Vancouver Games Set the record as the most-watched event in American TV history!PROPRIETARY & CONFIDENTIAL 17
  18. 18. Key Takeaways 1. Timing Invest in diverse audiences early, building up the buzz will pay off.PROPRIETARY & CONFIDENTIAL 18
  19. 19. Key Takeaways 1. Timing 2. Relevancy Invest in diverse Carve out unique audiences early, audiences & cater building up the your content to each buzz will pay off. segment’s needs, don’t try a one-size- fits all approach.PROPRIETARY & CONFIDENTIAL 19
  20. 20. Key Takeaways 1. Timing 2. Relevancy 3. Reach Invest in diverse Carve out unique Influence them audiences early, audiences & cater where they’re building up the your content to each engaged in social buzz will pay off. segment’s needs, – think beyond don’t try a one-size- blogs! fits all approach.PROPRIETARY & CONFIDENTIAL 20
  21. 21. Questions?

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