- NBCUniversal (NBCU) has announced a social creator program, the “Paris Creator Collective,” to complement its coverage of the upcoming Paris Olympics, per details shared with Marketing Dive.
- The program will send 27 creators to Paris for coverage of the games and was formed in partnership with Meta, Overtime, Snapchat, TikTok and YouTube. Advertiser partners will even give you the option to work with NBCU to create sponsored posts with select creators.
- The creation of the platform is an emblem of how brands are looking to interact with the younger demographic and arrives as spend on influencer marketing grows. The move also represents a continued bid by NBCU to interact advertisers across the sporting event.
NBCU is constant its work to draw advertisers across the Summer Olympics with the disclosing of the Paris Creator Collective, a program that arrives as 44% of marketers report plans to extend their investment in creators in 2024, based on findings from the Interactive Advertising Bureau and research agency TalkShoppe. The company at its One24 event in March also revealed several recent innovations planned for the Paris games.
In partnership with Meta, Snapchat, TikTok, YouTube and Overtime, a sports media company, NBCU will send 27 creators to Paris for “unprecedented on-the-ground access” to create custom content. The creatives could have the prospect to attend each the summer games and choose U.S. Olympic Team Trials this month. The move could possibly be appealing to advertisers, who can work with NBCU to create sponsored posts with select creators while they’re in Paris to assist form stronger relationships with younger audiences.
The NBC broadcast network and Peacock streaming service can be NBCU’s primary platforms for its coverage of the Summer Olympics, which can happen July 26 to Aug. 11. The company also owns the U.S. media rights to the Olympic Games through 2032.
NBCU has also looked to shore up additional promoting potential recently beyond the Olympics. In February, the corporate launched a tool designed to assist local auto advertisers buy premium connected TV video with more efficiency and precision. In January, NBCU announced the launch of a man-made intelligence-driven, cross-platform media planning and activation solution called One Platform Total Audience.
Other marketers have also looked to capitalize on hype across the Summer Olympics, including Athleta, which recently unveiled a recent spot starring legendary gymnast Simone Biles as a part of its “Find Your Movement” campaign. Powerade similarly teamed with Biles for a worldwide campaign unveiled in April that is concentrated around supporting athletes’ mental and physical well-being.
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