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
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4. Putting influencers at the
center starts with listening
Who?
When?
Where?
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5. Helping us identify
core audiences
Millennials Moms
Sports Enthusiasts Pop Culture Junkies
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6. PROPRIETARY & CONFIDENTIAL
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7. We put social at the core
of NBC’s Digital Ecosystem
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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
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9. Bringing it All Together

10. We started the conversation 100
days out in Times Square
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11. And amplified buzz pre-game
VIDEO + ASSET SEEDING EXCLUSIVE TOP-TIER FEATURES
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12. Reached millennials through
Hello Giggles collaboration
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13. Connected with moms with
a #TeamMom Twitter party
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14. Inspired families with
NBC Olympics parties
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15. And seeded exclusive
content that drove buzz
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16. The Results?

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!
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18. Key Takeaways
1. Timing
Invest in diverse
audiences early,
building up the
buzz will pay off.
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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.
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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.
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21. Questions?