With the Winter Olympics in Beijing approaching, NBCUniversal has formed an advertising deal with TikTok to promote the network’s coverage of the games.
TikTok and NBCUniversal did not specify how new advertising will differ from current ones, although both businesses have recently explored social shopping, which might be a viable path for their collaboration.
According to NBCUniversal, TikTok has over 18 billion views of Olympics-related content, therefore the network approached TikTok directly to collaborate on 2022 Winter Olympics and Paralympics content. This includes daily material across NBC TikTok accounts, as well as a three-episode livestream series presented by a TikTok creator who is yet to be announced.
Calling the partnership a way to “present unique opportunities for NBCUniversal advertisers”, a TikTok spokesperson commented –
“The Tokyo 2020 Games highlighted our community’s appetite for sports-adjacent content that shows a different side of the Games and the athletes, creating new avenues and content strategies for brands — including NBC — to engage with and entertain them. The athletes’ stories and journeys are an integral part of NBC’s coverage of the 2022 Winter Olympics and Paralympics, so fans can expect to see them on TikTok across their handles.”
NBCUniversal will continue to collaborate with other social media sites, including Twitter, which will broadcast a live program as well as highlights.