Paris Hilton, Dolly Parton and Sabrina Carpenter? NBC Makes Celebrities Core of Olympics Strategy

As a devoted admirer of media marketing strategies, I must say that NBC’s approach to promoting the 2024 Summer Olympics has left me utterly captivated and impressed. It’s not every day you see a company like NBCUniversal tapping Paris Hilton for an Olympics promotional campaign – it’s as unexpected as finding a croissant in a microwave dinner!

Before NBC went to Paris, NBC went to Paris.

As a follower, I wouldn’t typically think of Paris Hilton when considering celebrities to promote a sports event like the 2024 Summer Olympics in Paris, France. Known for reality shows, an attempt at music, and various product launches, she is not your typical sports promoter. However, marketing executives at NBCUniversal saw something unique and decided to capitalize on it, making her a part of one of the most unconventional promotional campaigns in their history.

Historically, NBC University (NBCU) hasn’t begun airing its Olympics broadcasts until merely a few months prior to the Opening Ceremony. For instance, in preparation for the Paris games, NBCU debuted an advertisement with Hilton back in January of 2023, which was approximately one and a half years before Mike Tirico, Kelly Clarkson, and Peyton Manning welcomed viewers with a primetime repeat of a spectacular river parade along the Seine in late July.

To reach their destination, NBC found it necessary to discard their previous strategies. The company faced challenges following three distinct Olympic Games held in eastern time zones – PyeongChang in 2018, Tokyo in 2021, and Beijing in 2022. As Jenny Storms, NBCU’s chief marketing officer for entertainment and sports, noted during an interview, “Two of them were affected by Covid.” This meant the Olympics were not as we usually experience them.

Over the past fortnight, the Games aired not only on NBC but also its cable channels and Peacock streaming service. In a significant shift, the company has abandoned its gatekeeping role, allowing fans to watch live events as they unfold. This change resulted in daytime programming on NBC being dedicated to the Olympics, along with innovative concepts for streamers such as informal “watch parties” hosted by podcast sensation Alex Cooper and a fast-paced “Gold Zone” program that allows viewers to switch between exciting Olympic moments seamlessly. Furthermore, traditional sports commentators like Mike Tirico are joined by unexpected personalities such as Snoop Dogg and Colin Jost from “SNL’s” Weekend Update segment.

NBC has experienced substantial viewership growth during the Tokyo Games, breaking Peacock’s usage records. Over a 14-day period, NBCUniversal recorded an average of 31.6 million viewers tuning into their afternoon and primetime coverage, marking a 77% increase compared to similar periods in the Tokyo Games. The company reports that over 20.3 billion minutes of the Paris Olympics have been streamed by Thursday. Ratings for key NBCUniversal properties like “NBC Nightly News” and “Today” have risen, providing these programs with a chance to engage viewers who may not typically tune in. The company anticipates earning over $1.25 billion from ad sales, surpassing past Olympic revenue records.

“According to Matt Sweeney, chief investment officer for the U.S. branch of GroupM (a major media-buying entity owned by advertising conglomerate WPP), the Summer Olympics seem to have regained significant prominence this year. He felt that their importance was diminished during the Covid pandemic.”

In simpler terms, NBC’s success with celebrity programming could provide a fresh strategy for larger media corporations struggling due to viewers shifting from traditional TV to streaming platforms. Sports broadcasts remain attractive due to their ability to pull in large, simultaneous audiences that advertisers and distributors value. However, the challenge lies in attracting new viewers who might not be dedicated sports fans or local team enthusiasts. To expand their audience base, these media companies need to incorporate more elements of popular culture into their sports events.

As a proponent, I’ve noticed that numerous individuals have attempted similar endeavors in the past. Recently, Disney’s ESPN has ventured into innovative territory by airing a “Monday Night Football” simulcast. This unique broadcast features Peyton and Eli Manning providing insightful game commentary alongside popular sports and celebrity personalities. Additionally, they’ve dabbled with their NFL Draft coverage, catering to football enthusiasts on the main network, while offering an alternative version on Disney’s ABC. In the past, this second version has been hosted by Robin Roberts from “Good Morning America” and country music stars.

It appears that NBCUniversal is allowing other entities to experiment with innovative advertising strategies during the Olympics. For instance, GroupM was granted authorization to purchase an entire commercial block and fill it exclusively with ads from their own clients like Google, Target, and Coca-Cola. Notably, Universal Pictures, which is owned by NBCUniversal, was one of the companies involved in this unique approach. Historically, TV networks have preferred maintaining control over their own advertising traffic. However, during NBC’s coverage of the Opening Ceremony, they ran an hour without commercial breaks but displayed logos from six different advertisers throughout the event.

NBCUniversal could potentially implement some innovative ideas conceived in Paris, which they might introduce back in the U.S. Mark Lazarus, chairman of NBCUniversal Media Group, mentioned that they will definitely utilize these concepts not only for other sports properties but also for various live events on their schedule. He emphasized that NBCUniversal is a company with a wealth of significant live events, particularly around holidays such as Thanksgiving and Christmas (Macy’s Parade and Christmas at Rockefeller Center). Lazarus further stated that these technologies can be utilized for other live events, and they will continue to experiment and innovate.

Although the Games commenced on July 26th, preparations to attract potential viewers have been underway for about a year. Following the Paris Hilton advertisement, NBCUniversal enlisted Dolly Parton to release a video performing Queen’s “We Are the Champions/We Will Rock You,” well before the planned start of the Paris spectacle. Since then, there has been a consistent pattern of intriguing promotions sponsored by NBC, featuring personalities ranging from Peyton Manning to Megan Thee Stallion, and most recently, Sabrina Carpenter. This last appearance was timed with the growing popularity of her hit song “Espresso.”

Wrangling Carpenter to take part in recent days was, Storms concedes, “last minute.”

NBC had a different approach this time for their strategy. Two years back, they polled consumers to find out what would ignite discussions, and it turned out that one-third of them were drawn towards celebrities. Instead of relying on traditional Olympics marketing tactics such as grandiose music and motivational athletes, NBC decided to incorporate pop culture. This was evident in their promotional materials that featured artists like SZA or Lilly Collins. As Storms puts it, “This was a risk we took, something we haven’t done before.”

Since the initiative has picked up momentum, it seems there could be even more developments to follow. Storms predicts a gradual decline from the Olympics, with stories of Olympians remaining pertinent throughout autumn. As we approach 2025, she anticipates swift transition to Milano Cortina, host city for the 2026 Winter Olympics. She also hints at intensifying the promotional campaign and messaging around that time. Regarding potential celebrities involved in future Olympics projects? Storms indicates they’re welcome to join.

2024-08-10 17:17

Paris Hilton, Dolly Parton and Sabrina Carpenter? NBC Makes Celebrities Core of Olympics Strategy

Read More

Minority Mindset