NBC is partnering with BuzzFeed and social influencers Amanda Cerny and The Fine Brothers to "create Olympics-related videos," which on Sunday started "rolling out across social platforms," according to Sahil Patel of DIGIDAY. Attracting fans in the 12-34 demo is "a priority" for NBC, and it "believes the best way to reach them is by enlisting the voices that they already listen to on a daily basis." NBC also "will launch a pop-up Snapchat Discover channel during the Olympics." Instead of handling content for the channel itself, NBC "has recruited a team of 12 producers from BuzzFeed’s video unit to create as much as 20 pieces of content per day for the channel." While some of the content on the Discover channel will be highlights and other clips from NBC broadcasts, a lot of what BuzzFeed will be responsible for "will be spotlighting ... the activity around the games." And while the company "might 'open doors' for the BuzzFeed production team, ultimately NBC is relying on BuzzFeed’s expertise on Snapchat to create engaging content." BuzzFeed is "currently creating Olympics-related videos for its own social accounts." The company has also partnered with "dozens of social influencers spanning the lifestyle, comedy, fashion, beauty, fitness and food verticals." U.S. YouTube personality iJustine and German DJ Flula Borg also will "participate in the first-ever 'Social Media Opening Ceremony.' Content from the event, which will be hosted in L.A. by Ryan Seacrest, "will be posted on the NBC Olympics social handles as well as on the influencers’ accounts" (DIGIDAY.com, 7/17).
