NBC has teamed up with a social media platform to deliver Olympics updates in a snap.
Snapchat and NBC Olympics are uniting to bring customized content to app users during the 2020 Summer Olympics in Tokyo, Japan. This will be the third Olympic games the companies have partnered up for, originally developing content in 2016 during the Summer Games in Rio. As younger viewers continue to cut the cord on traditional TV and broadcasting networks (where the Olympic Games air) the move might be a way of tapping into the demographic, As such, NBC will be releasing seventy episodes leading up to and during the games through four different daily Snap shows. Included in the line up will be two Highlight shows including the “can’t miss” moments of the day, with scenes from Tokyo will be updated in almost-real time. There will also be two unscripted shows: a daily recap of memorable moments curated for Snap users and “Chasing Gold”, which will follow the journeys of Team USA members.
Snapchat will also be creating “Our Stories” during the Games, a blend of NBC Olympics content and fan content such as photos and videos. Allowing Snapchat users to participate in the entertainment aspect of the Games could bring higher rates of interaction—Snapchat is already a leading engagement platform according to a Gartner report on the topic. In addition to streaming game coverage from NBC, NBC Sports Network, and Snapchat, the network has also partnered with Twitter to present an Olympics show and a select number of live events.
NBC is stepping up its game this year. For brands wanting to achieve engagement with a socially active and younger demographic, betting big on platforms like Snapchat could prove a winning strategy.