NBC Olympics Links U.S. Snapchat Users to Tokyo 2020 With Digitally Catered Content
NBC Olympics and Snap are partnering to connect Snapchatters in the U.S. to the 2020 Tokyo Olympics by producing an abundance of customized content leading up to and during the Games. This is the third consecutive Olympic partnership between NBC Olympics and Snap, after previously collaborating on Rio 2016 and PyeongChang 2018 to great success.
For the first time, NBC Olympics will create two daily Highlights Shows for Snapchat, which will be updated in near real-time throughout the day with must-see moments from the day in Tokyo.
During the Games, two unscripted Shows will air two new episodes per day. Chasing Gold, which debuted during PyeongChang 2018, follows the journeys of Team USA athletes, including some of America’s biggest stars, as they prepare to compete for gold on the world’s biggest athletic stage. The second show is a new, daily recap showcasing the most memorable Olympic moments from that day curated specifically for the platform. Both unscripted shows will be produced by The NBCUniversal Digital Lab.
“We know the audience on Snap loves the Olympic Games,” said Gary Zenkel, President, NBC Olympics. “After two successful Olympics together, we’re excited to take the partnership to another level and produce even more content and coverage from the Tokyo Olympics tailored for Snapchatters, which also will directly benefit the many NBC Olympics advertisers who seek to engage further with this young and active demographic.”
As it has done for Rio 2016 and PyeongChang 2018, Snap will curate daily Our Stories during the Games and event coverage during the U.S. Olympic Team Trials from Olympic photo and video content generated by fans throughout the world and NBC Olympics. NBC Olympics will be the exclusive seller of all this customized Show and Our story content, working closely with Snap, providing advertisers with yet another platform to connect with avid, young Olympic fans.
“We’re thrilled to build on our strong partnership and immense success with NBC Olympics to bring Snapchatters the biggest moments from Tokyo 2020,” said Sean Mills, Snap’s Head of Content. “Through our made-for-mobile Highlights, along with original Shows and Our Story Snaps, the Snapchat community will have a front-row seat to the Games.”
For the PyeongChang Olympic Winter Games in 2018, NBC Olympics’ content on Snapchat reached more than 40 million unique users in the U.S., up over 25% from the 2016 Rio Olympics. Of those 40 million, 90% were under the age of 35. On average, 210 million people use Snapchat daily. In the U.S., Snapchat reaches 90% of all 13-24 year-olds and 75% of all 13-34 year-olds.