Social Media

How to Follow the Olympics with NBC in Social

February 6, 2014

By Audri Nakamura, Account Supervisor, and Scott Sparks, Strategist at 360i

Long before the Olympic torch was carried at the London 2012 Opening Ceremony, NBC strategically built momentum for what had been dubbed the “most social” Olympics yet. And, with the digital space continuing to evolve, NBC Olympics – a client of 360i – is at it again for the upcoming Sochi games.

As we head into the XXII Winter Games (beginning tonight), the total hours of coverage on NBC networks will be 1,539+ hours – more than those of the 2010 Vancouver and 2006 Torino Olympics combined. And when compared to what was (accurately) predicted as the most social Games ever, London 2012, the Sochi Olympic Games pose an entirely new set of challenges as the events will take place nine hours ahead of eastern  time in the U.S.


Similar to London 2012, NBC has partnered with 360i to utilize social to spark and amplify excitement pre-Game for maximum viewership in-Games. However, with the ubiquitous adoption of social since then – think more content, across more platforms – we had to more creatively plan out our strategic digital architecture.

With serving as its central digital hub for all things Olympics-targeted for the U.S., NBC Olympics will engage potential viewers and encourage tune-in via a strategically connected digital architecture across four major social platforms:

  • Facebook: The Ultimate Social Community | Connect with the Sochi 2014 Games by celebrating highlights of both past and present and reminding them what to look forward to during primetime coverage.
  • Twitter: Real-Time Conversation | Converse with those discussing Olympics topics and receive real-time news as soon as it becomes available.
  • Instagram: Behind-The-Scenes Inside Look | Engage with BTS, sneak peeks, and other images from the Games that only NBC can bring back to the U.S.A.
  • Tumblr: Fan-Centric Microblog | Share your own #OlympicSpirit content and celebrate other fans’ passion for the Games.

While NBC is using social to excite potential viewers for the Games leading up to the Games, NBC Olympics will also stream every minute of competition live via and the NBC Sports Live Extra app.

Tune in to the 2014 Sochi Games on NBC tonight at 8 p.m. ET for the first-ever pre-Opening Ceremonies Olympics coverage.