NBC kicks off Facebook integration for Winter Olympics

Michelle Clancy | 24-01-2014

NBC Olympics has revealed more details about its pact with Facebook and Instagram to collaborate on the upcoming XXII Olympic Winter Games from Sochi, Russia.

The collaboration builds on the relationship the two companies had during the 2012 London Olympics, which was the most-watched event in US television history.

For the first time, NBC Olympics will premiere feature video content on Facebook. The first such feature is the story of how JR Celski, America's top short track speed skater, came to know Seattle rapper Macklemore. Their bond developed because of their triumphs over adversity, which for Celski began in the months before the Vancouver Olympics after a harrowing on-ice accident at the Olympic Trials.

Fans who visit the NBC Olympics Page on Facebook will also have the opportunity to ask questions directly to NBC Olympics commentator and Olympic gold medalist Sarah Hughes during NBC's primetime coverage of 11 nights of figure skating performances. In addition, the NBC Olympics page on Facebook will feature the most up-to-date news and information, and will engage fans of the Olympic Games with featured polls, photo galleries, trivia and shareable images.

"Building off of our successful collaboration for the London Olympics, we have expanded our relationship to better serve Olympic fans' insatiable appetite for Games' content," said Gary Zenkel, president of NBC Olympics. "All with an eye on driving viewership to our multi-platform coverage, we will use our unique access to all aspects of the Sochi Games to ignite the Olympic conversation and engagement on Facebook."

Representatives from Facebook will once again work with NBC Olympics editorial teams from Sochi to produce social media segments and other integrations of the social commentary surrounding the Games that will air across NBC Olympics' multi-platform coverage.

"The Olympics is the world's premiere sporting event. People will use Facebook and Instagram to connect and share with their friends and the global community in real-time," said Justin Osofsky, vice president of partnerships and operations at Facebook. "Our partnership will help NBC Olympics to use the Facebook and Instagram platforms to connect directly with their viewers to enhance the viewing and digital experiences."