2022 Winter Beijing Olympics

Overview

The 2022 Winter Olympics in Beijing featured a record 109 events across 15 disciplines and introduced 7 new medal events. This was the first time that a streaming service became the home of the Winter Olympics. Digital Media Management was tasked to make this historic moment a success by taking learnings from the Tokyo Summer Olympics, reinforcing Peacock as the hub, and putting a spotlight on all of the sporting events big and small. We approached this by leveraging top talent such as Kevin Hart to drive buzz and reach greater brand awareness while finding innovative ways to be the entertainment voice of the Olympics and tie in our most popular shows.

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OBJECTIVES:

 The primary focus was to make Peacock the center of social chatter for the historic Winter Olympics. Our social content leveraged meme-able talent moments, trending sports clips, and exclusive footage to drive engagement and views across platforms. This content was further pushed to younger audiences by being featured in TikTok’s Olympic Hub. We also leveraged select moments from Kevin Hart’s Olympic Special to continue to drive social KPIs and on-platform viewership.

Lastly, we implemented an always-on community management structure to ensure we had nearly non-stop coverage coast-to-coast for Peacock to engage with excited fans around every Olympic event. The diligent and robust community management took our KPIs to a new level.

RESULTS:

Peacock established itself as ​the #1 streaming destination for the 2022 Winter Olympics by driving +85% conversation and higher positive sentiment than the Summer Olympics in Tokyo. There was a gain of ​84K new followers across all platforms during the Olympic Games. Across all platforms, Peacock created 185 owned posts that accumulated 811K engagements, 9.6M video views, and a conversation volume of over 82K.

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