Olympic Insights: How Peacock Elevated the Viewing Experience to Drive Record Engagement

Peacock went all out to capitalize on the Summer Olympics in Paris, and their strategy paid off, with Fast Company calling Peacock "the real winner at the Paris Olympics."?

Central to their strategy was Peacock’s Olympics Hub, which offered an unparalleled viewing experience of every sport and event available for streaming, including all 329 medal ceremonies. Whether viewers were first-time spectators or seasoned fans, they could enjoy full-event replays, live medal standings, interactive schedules, and more.?

Peacock further activated viewership by tapping Newhouse to launch a dynamic influencer marketing and PR campaign to amplify the excitement of the Olympics. Newhouse achieved this by creating engaging, creative, immersive experiences that resonated with the spirit of the games.

Exclusive Experiences for Key Influencers and Editors

To kick off the celebration and amplify excitement for the Paris 2024 Opening Ceremony, Newhouse partnered with 70 top creators and 30 influential social editors, delivering custom Parisian-inspired mailers designed to enhance their viewing experience. These Parisian-themed packages were designed to set the stage for an unforgettable watch party, complete with everything needed for a perfect picnic: a traditional red & white checkered blanket, sparkling French lemonade, Levitan baguettes, Ladurée macarons, Lady & Ladder cheese, a custom cutting board, hand-held flags, and festive glasses to cheer on Team USA.?

In the first ceremony of its kind, athletes were honored as they sailed down the Seine in Paris. Newhouse brought Paris to the living rooms of key social editorial channels and influential creators and tastemakers, generating anticipation and “hunger” for the start of the Games while encouraging their social audiences to tune in.

On July 11th, Peacock hosted an exclusive Parisian Olympics event. Newhouse invited 10 select creators and social editors to enjoy breakfast with stunning rooftop views. The event showcased the incredible new original content and experiences coming to Peacock this summer, featuring product demos, engaging panel discussions, talent appearances, and, of course, delicious croissants.

A Summer to Remember

The effort paid off. Shortly after the Olympics began, Peacock President Kelly Campbell told Fast Company, "We’re off to an incredible start. It’s not only showcasing the potential of the Olympics on Peacock but also redefining the future of live sports streaming." This early success fueled both broadcast and social media engagement, which International Olympic Committee President Thomas Bach described as "Going Through The Roof" with record-breaking numbers on the horizon. 'In the U.S., Peacock has already surpassed the combined streaming totals of Tokyo 2020 and Beijing 2022 within just three days of the Games,' he noted.