NBC beginning tomorrow will start to display around 4,000 digital displays in N.Y., Chicago and Philadelphia "showing Olympics content for about three to six minutes every hour" as the network looks to "reach viewers beyond their usual consumption habits," according to Marty Swant of ADWEEK. Fans will receive "digital displays on streets and in mass transit systems." Through N.Y.-based startup Intersection, NBC "hopes to broaden its Olympics footprint while reminding people to watch the games on TV" or on its mobile app. Since there is a 14-hour time difference between the East Coast and South Korea, NBC President of Olympics & Business Gary Zenkel said that he "hopes it will also provide ongoing content even though the games are half a world away." The displays "stand 9.5 feet tall, and have 55-inch display screens." This is also the "first major content play for Intersection, which has digital display partnerships with a number of major cities in the U.S." Content from Pyeongchang will be "displayed across the 1,500 LinkNYC kiosks in New York; on digital panels and displays in the Chicago Transit Authority system; and on bus shelters, urban panels and other displays in Philadelphia’s mass transit system and streets." The initial plan late last year was to "find advertisers among NBC’s existing content sponsors." However, Zenkel said that the plan "came together just before the games were set to begin, and the two companies decided not to exchange any money -- unless they’re able to find an advertiser at the last minute" (ADWEEK.com, 2/7).
PEDAL TO THE MEDAL: VARIETY's Brian Steinberg noted Peloton, which "live-streams spin classes to the people who use its exercise bikes, will make available four workout shows from NBCU’s Olympics broadcast center in PyeongChang," part of an "advertising and promotional agreement struck between the two companies." Some NBC personnel are "likely to appear as well." Among the "potential helpers: NBC News’ Willie Geist and Dylan Dreyer, and former Olympians Scott Hamilton and Ato Bolden." Peloton President William Lynch said that the company's consumer base is "nearing 1 million people" (VARIETY.com, 2/6).
