By Sahil Patel
NBC Olympics and Facebook will team up to drive tune-in for the network’s coverage of the Sochi Winter Olympics — over 1,000 hours of which will be streamed across NBC-owned digital platforms.
This isn’t the first collaboration between the two, as NBC and Facebook had set up a similar deal during the 2012 London Summer Olympics. “Building off of our successful collaboration for the London Olympics, we have expanded our relationship to better serve Olympic fans’ insatiable appetite for Games’ content,” said Gary Zenkel, president of NBC Olympics, in a statement. “All with an eye on driving viewership to our multi-platform coverage, we will use our unique access to all aspects of the Sochi Games to ignite the Olympic conversation and engagement on Facebook.”
For NBC, this includes delivering various forms of original, “feature” video content to the NBC Olympics Facebook page for the first time. For example, you can currently watch a three-minute feature on the friendship between American short-track speed-skater J.R. Celski and Seattle-based rapper Macklemore, and how the two came to know each other after Celski’s on-ice accident during the Olympic Trials for the 2010 Vancouver Games. Fans who visit the NBC Olympics page will regularly see additional featurettes, as well as other forms of content, in the weeks leading up to the Sochi Olympics, which begin February 6.
For Facebook, it will get a little bit more of the spotlight during NBC’s on-air Olympics programming. During the Games, reps from the social network will work with NBC Olympics’ editorial teams to produce on-air social media segments as well as “other integrations” that feature social content and commentary from Facebook and Instagram.