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Olympics to serve as NBC’s biggest social media plan ever

Brazilian residents pass the Olympic torch at Independence

Brazilian residents pass the Olympic torch at Independence Park upon the flame's arrival in Sao Paulo, Brazil, on July 24, 2016. Photo Credit: Getty Images / Nelson Almeida

One attraction of Rio – and its time zone – as an Olympic site is that NBC can treat it more like a normal sports event than usual, showing many events live.

That also makes this year’s Summer Games more favorable for social media purposes, and the network is doing all it can to leverage that driver of interest, especially among younger people.

NBC is boasting “its most comprehensive social media plan ever,” a 24/7 effort that includes partnerships with Snapchat, Buzzfeed, Facebook and Instagram.

It begins with a “GIF Torch Relay,” which is . . . um, difficult to explain. Here is how NBC described it:

“A torch emoji will be incorporated into GIFs posted on social media accounts from networks and shows including NBC Sports, NBC Entertainment, NBC News, Bravo, MSNBC, Oxygen, USA Network, Universal Home Entertainment and over 60 stations from Guam to New York City.

“A new post from a different network will be shared each half-hour per day, culminating with the emoji torch being ‘passed’ to @TodayShow and its anchors on the morning of Friday, August 5. The emoji torch will be ‘passed’ to ‘TODAY’ with a special segment from the show’s ‘Orange Room,’ just prior to the Opening Ceremony of the 2016 Rio Olympics.”

Got all that?

NBC also will send “social media superstar” Logan Paul in and around Rio “to capture all the Olympic excitement for his fans and followers,” of whom there apparently are “tens of millions” on various social platforms.

The network also has social media partnerships with the likes of Flula, The Fine Brothers, Jerry Purpdrank, Amanda Cerny, Charisma Star, Madison Pettis and Tiffany Alvord, all of whom also presumably have large followings.

NBC Sports’ own social media accounts will push out content throughout the fortnight, including behind-the-scenes access, interviews, news, scores, polls, etc.


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