© 2012 360 i

Presented by:

The Road to Gold NBC and Influencers Team Up for London 2012

Ruthie Wittenberg

Senior Director of Marketing

NBC Universal

Sarah Hofstetter

President

360i

Our Goal

Build buzz among new audiences to drive record

tune-in

PROPRIETARY & CONFIDENTIAL 3

Our Approach: Smarter Social Spread

Social networks increase

amplification & conversation

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Putting influencers at the center starts with listening

When?

Who?

Where?

PROPRIETARY & CONFIDENTIAL 5

Helping us identify core audiences

Sports Enthusiasts

Millennials

Pop Culture Junkies

Moms

PROPRIETARY & CONFIDENTIAL 6

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We put social at the core of NBC’s Digital Ecosystem

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And ensured each channel had a designated role

PRE-GAME ROLE IN-GAME ROLE CHANNEL

Connect + Excite Promote + Recap

Inspire + Converse Report + Converse

Recruit + Spark

Celebrate + Curate

Drive + Activate relevance and participation

around the NBC Olympics

interest and exploration

around the NBC Olympics

excitement around the

Games

real-time news as the go-to

media source

relevant news as a means of

anticipation

all fans of the Olympics as a

means of ownership

interesting events and

highlighted stories

Ignite + Curate excitement for the upcoming

Games

Bringing it All Together

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We started the conversation 100 days out in Times Square

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And amplified buzz pre-game

VIDEO + ASSET SEEDING EXCLUSIVE TOP-TIER FEATURES

PROPRIETARY & CONFIDENTIAL 12

Reached millennials through Hello Giggles collaboration

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Connected with moms with a #TeamMom Twitter party

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Inspired families with NBC Olympics parties

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And seeded exclusive content that drove buzz

The Results?

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Record Buzz & Tune-in

124MM impressions

generated via influencer

marketing, a 2,500% increase

from Beijing

Female tune-in eclipsed

Beijing & Vancouver Games

“

Set the record as the most-watched event

in American TV history!

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Key Takeaways

1. Timing Invest in diverse

audiences early,

building up the

buzz will pay off.

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Key Takeaways

2. Relevancy Carve out unique

audiences & cater

your content to each

segment’s needs,

don’t try a one-size-

fits all approach.

1. Timing Invest in diverse

audiences early,

building up the

buzz will pay off.

PROPRIETARY & CONFIDENTIAL 20

Key Takeaways

3. Reach Influence them

where they’re

engaged in social

– think beyond

blogs!

2. Relevancy Carve out unique

audiences & cater

your content to each

segment’s needs,

don’t try a one-size-

fits all approach.

1. Timing Invest in diverse

audiences early,

building up the

buzz will pay off.

Questions?