Social media plays a critical role in large sporting events for both the broadcasting network and the brand sponsors. This year NBC Sports elevated the social integration during their on-air broadcast, expanding the reach across networks and dedicated moments on multiple channels. Unlike the disappointing execution by FOX Sports for the Super Bowl, NBC was very deliberate and thoughtful with their integrations driving value for the viewer.
The Sochi Games did have controversy but NBC and brand sponsors were still able to successfully utilize social media to positively support the event. This analysis will highlight some of the ways brands used social channels to magnify their investment, driving awareness before the Games, and continuing engagement throughout the broadcast.