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NBC Sports To Feature Significant Snapchat Coverage During Kentucky Derby

Snapchat will be "integral to NBC Sports' exclusive coverage of the Kentucky Derby" this year for the first time, according to Yuyu Chen of DIGIDAY. NBC Sports and NBC Olympics Senior Dir of Social Media Marketing Lyndsay Signor said that her team is "on site snapping everything from the barns to fashion events to the actual horse racing via NBC Sports' Snapchat account." The net also will be experimenting with Live Stories in collaboration Churchill Downs "to mesh branded content with user-generated content on Derby day." The Snapchat initiative will be overseen by NBC Sports' social media team of 15 people, who are "dedicated to creating and publishing on social, including video, editorial and research." As part of its overall social media plan, NBC Sports will also "install GoPro cameras around Churchill Downs to capture the excitement, so fans can stream horse racing feeds via the @NBCSN Twitter and Periscope accounts" (DIGIDAY.com, 5/3).

GROWING BIGGER & BIGGER: NBC Sports Coordinating Producer Rob Hyland said that the Derby will be covered by 53 cameras, "more than ever before." They will include a "360-degree robotic camera in the infield and a helmet camera on the outrider who will escort the winning horse and jockey to the winner's circle after the race." SPORTSBUSINESS JOURNAL's Liz Mullen notes the net also will "work through social media channels such as Instagram and Facebook to show Kentucky Derby parties across America on the telecast" (SPORTSBUSINESS JOURNAL, 5/2 issue). In Louisville, Steve Jones notes NBC's coverage begins with tonight's Derby draw on NBCSN and "includes multiple races on Oaks and Derby days." There will be 13 on-air personalities "including hosts Bob Costas and Tom Hammond, about 300 production personnel and more than 50 cameras." Hyland estimated that the amount of manpower and cameras "is similar to the Super Bowl." Hammond: "The fact that they have included all the hoopla with the Derby has helped it increase in popularity. I think it's one of the reasons the TV ratings keep going up and the attendance keeps going up." Jones notes among the featured stories planned for Saturday are a "look at the trainer-jockey duo of brothers Keith and Kent Desormeaux, who are saddling Exaggerator in the Derby; an interview with Mike Repole, the owner of Derby contender Outwork; and a profile of now-retired American Pharoah and his new life as a stallion." Hyland said that the Derby coverage is "formatted with the fact in mind" that nearly half of the audience is female (Louisville COURIER-JOURNAL, 5/4). 

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