NBC Sports’ innovative approach to engaging new audiences
A new era of sports promotion
In an ambitious move to captivate a younger and more diverse audience, NBC Sports is embarking on a groundbreaking three-day journey that spans from Kansas City to São Paulo to Detroit. This initiative aims to leverage the influence of popular TikTok creators to bring professional football to demographics that might not typically engage with traditional NBC-backed media.
The grand kickoff: NFL’s 2024-2025 season
As part of the NFL’s 2024-2025 season kickoff, NBC has scheduled an extraordinary lineup of three NFL games over four days. To amplify the excitement, seven social-media influencers will travel over 10,000 miles, creating content centered around these specific matches. The games include:
- Baltimore Ravens vs. Kansas City Chiefs on Thursday night, broadcasted by NBC and Peacock.
- Green Bay Packers vs. Philadelphia Eagles on Friday night, streamed from São Paulo exclusively on Peacock.
- Los Angeles Rams vs. Detroit Lions on Sunday night, marking the season debut of “Sunday Night Football” on NBC and Peacock.
Reaching new demographics
Lyndsay Signor, Senior Vice President of Consumer Engagement for NBC Sports, emphasizes the importance of this initiative: “We want to reach GenZ and millennials, and we also want to bring in women as well. With all of the creators, we have a really diverse group.” This strategy aims to offer a taste of what NBC can provide, even to those who aren’t die-hard NFL fans.
The ‘Transcontinental Tailgate’ experience
NBC Sports has dubbed this promotion the “Transcontinental Tailgate.” The goal is to create a unique and engaging experience that resonates with younger audiences. The NFL remains the most popular sport in the U.S., but it faces challenges, especially during an election year when news broadcasts may divert viewers’ attention from traditional leisure activities like watching football.
The influencers’ lineup
The social-media influencers participating in this promotion include:
- Allison Kuch
- Jack “Chef Cuso” Mancuso
- Erika Priscilla
- JoJo Sim
- Austin Sprinz
- Pierson Wodzynski
- Nate Wyatt
In Kansas City, “Saturday Night Live” cast member Heidi Gardner, a passionate Chiefs fan, will join the influencers and present challenges that they will turn into engaging content.
Lessons from the Paris Olympics
NBC Sports’ decision to assemble this group of creators follows a successful experiment during the Paris Olympics. The Comcast-backed unit dispatched 27 influencers known for their followings on platforms like Facebook, YouTube, Snapchat, and Overtime. These influencers provided unique perspectives on the athletic events, appealing to fans who might not have been following the Olympics or watching them in primetime.
The future of sports engagement
The hope is that by reaching out to younger fans, NBC Sports can not only boost traditional TV ratings but also attract new subscribers to Peacock, which is crucial in the streaming era. Signor envisions assembling similar groups of digital natives to generate interest in other NBC Sports events, provided the influencers have a genuine connection to the sports.
“When we try to shoehorn creators in just because they have scale, the results aren’t as significant,” Signor notes. “We need to find the right kind of creator that not only has reach but also the interest.”
A personal reflection for enthusiasts
As a cinema, TV series, and music enthusiast, this innovative approach by NBC Sports is particularly intriguing. It highlights the evolving landscape of media consumption and the importance of adapting to new platforms and audiences. The integration of social media influencers into traditional sports broadcasting is a testament to the changing dynamics of viewer engagement.
For those who love cinema and TV series, this initiative offers a glimpse into how storytelling and content creation are becoming more interactive and immersive. The influencers’ journey and the content they produce will likely provide a fresh and exciting perspective on the NFL, making it more accessible and appealing to a broader audience.
For music enthusiasts, the parallels are evident. Just as music streaming platforms have revolutionized how we discover and enjoy music, social media influencers are transforming how we experience and engage with sports. This cross-pollination of media and entertainment is a fascinating development that promises to reshape the future of both industries.
NBC Sports’ “Transcontinental Tailgate” is a bold and innovative strategy that leverages the power of social media to engage new audiences and enhance the viewing experience. It reflects a broader trend of integrating digital and traditional media to create more dynamic and interactive content, appealing to a diverse and ever-evolving audience.