With Kid-Centric Campaign, NBCU Targets Next Generation of Winter Olympics Fans

Digital, linear and social partnerships aim to increase Games’ youth appeal

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NBCUniversal has exclusive U.S. Olympics broadcast rights through 2032, so the company is ready to build a new generation of fans and keep them hooked for the next decade.

While the company has pulled out all the stops to market its second Olympic Games in six months, targeting a younger audience proves to be a separate sort of challenge and is a key component of its Winter Olympics campaign.

NBCUniversal took a three-prong approach across digital, linear and social, creating content and promotions through national exposure on Universal Kids and NBC News, Peacock custom content and locally on NBCUniversal Local.

“What we want to do is create several youth-focused partnerships, which we’ve done, and bring those to life in a way where these moments and these memories around the Olympics are relevant for these younger audiences as they’re going to be growing up with us for these future Games,” Jennifer Storms, chief...



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