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The Road to Gold
   NBC and Influencers Team Up for London 2012




Presented by:                                  Sarah Hofstetter
                Ruthie Wittenberg
                Senior Director of Marketing   President
                NBC Universal                  360i

? 2012 360i
Our Goal



   Build buzz among new
  audiences to drive record
           tune-in
Our Approach:
 Smarter Social Spread
                              Social networks increase
                             amplification & conversation




PROPRIETARY & CONFIDENTIAL
                                                            3
Putting influencers at the
 center starts with listening

                             Who?

                              When?


                                    Where?


PROPRIETARY & CONFIDENTIAL
                                             4
Helping us identify
 core audiences



                             Millennials          Moms




                  Sports Enthusiasts       Pop Culture Junkies
PROPRIETARY & CONFIDENTIAL
                                                                 5
PROPRIETARY & CONFIDENTIAL
                             6
We put social at the core
 of NBC’s Digital Ecosystem




PROPRIETARY & CONFIDENTIAL
                              7
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                                     Games



PROPRIETARY & CONFIDENTIAL
                                                                                8
Bringing it All Together
We started the conversation 100
 days out in Times Square




PROPRIETARY & CONFIDENTIAL
                               10
And amplified buzz pre-game




     VIDEO + ASSET SEEDING   EXCLUSIVE TOP-TIER FEATURES




PROPRIETARY & CONFIDENTIAL
                                                           11
Reached millennials through
Hello Giggles collaboration




PROPRIETARY & CONFIDENTIAL
                              12
Connected with moms with
a #TeamMom Twitter party




PROPRIETARY & CONFIDENTIAL
                             13
Inspired families with
NBC Olympics parties




PROPRIETARY & CONFIDENTIAL
                             14
And seeded exclusive
content that drove buzz




PROPRIETARY & CONFIDENTIAL
                             15
The Results?
Record Buzz & Tune-in

124MM impressions
 generated via influencer
                                         “
 marketing, a 2,500% increase
 from Beijing

Female tune-in eclipsed
 Beijing & Vancouver Games

              Set the record as the most-watched event
                        in American TV history!
PROPRIETARY & CONFIDENTIAL
                                                         17
Key Takeaways



          1. Timing
   Invest in diverse
   audiences early,
    building up the
   buzz will pay off.



PROPRIETARY & CONFIDENTIAL
                             18
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
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
Questions?

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

  • 1. The Road to Gold NBC and Influencers Team Up for London 2012 Presented by: Sarah Hofstetter Ruthie Wittenberg Senior Director of Marketing President NBC Universal 360i ? 2012 360i
  • 2. Our Goal Build buzz among new audiences to drive record tune-in
  • 3. Our Approach: Smarter Social Spread Social networks increase amplification & conversation PROPRIETARY & CONFIDENTIAL 3
  • 4. Putting influencers at the center starts with listening Who? When? Where? PROPRIETARY & CONFIDENTIAL 4
  • 5. Helping us identify core audiences Millennials Moms Sports Enthusiasts Pop Culture Junkies PROPRIETARY & CONFIDENTIAL 5
  • 7. We put social at the core of NBC’s Digital Ecosystem PROPRIETARY & CONFIDENTIAL 7
  • 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 Games PROPRIETARY & CONFIDENTIAL 8
  • 9. Bringing it All Together
  • 10. We started the conversation 100 days out in Times Square PROPRIETARY & CONFIDENTIAL 10
  • 11. And amplified buzz pre-game VIDEO + ASSET SEEDING EXCLUSIVE TOP-TIER FEATURES PROPRIETARY & CONFIDENTIAL 11
  • 12. Reached millennials through Hello Giggles collaboration PROPRIETARY & CONFIDENTIAL 12
  • 13. Connected with moms with a #TeamMom Twitter party PROPRIETARY & CONFIDENTIAL 13
  • 14. Inspired families with NBC Olympics parties PROPRIETARY & CONFIDENTIAL 14
  • 15. And seeded exclusive content that drove buzz PROPRIETARY & CONFIDENTIAL 15
  • 17. Record Buzz & Tune-in 124MM impressions generated via influencer “ marketing, a 2,500% increase from Beijing Female tune-in eclipsed Beijing & Vancouver Games Set the record as the most-watched event in American TV history! PROPRIETARY & CONFIDENTIAL 17
  • 18. Key Takeaways 1. Timing Invest in diverse audiences early, building up the buzz will pay off. PROPRIETARY & CONFIDENTIAL 18
  • 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. 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
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