NBC uses e-mail to attract Olympic fans

Share this article:

NBC Universal is hoping e-mail alerts for its NBCOlympics.com site will help engage fans dur­ing the Summer Games in Beijing from August 8–24.

“Audiences have been fragment­ing for years by the explosion of cable channels, the Internet and other options,” said Hayle Chun, director of digital media at NBC Sports and Olympics, in an e-mail to DMNews. “Our Olympic strat­egy has evolved so we reach our audience through various means: network, cable, Internet, VOD [video on demand] and wireless, to name a few. We are reassem­bling the fragmented audience.”

The campaign is targeted at an international audience, including “all Olympics fans,” Chun said. She added, “E-mail alerts are a great way for users to customize their Olympic experience.”

Olympics fans can opt for updates, including news and features at NBCOlympics.com, depending on their interests. Alert content includes medal results, breaking news, athlete updates, schedule and event reminders, headlines for every Olympic sport, videos and slideshow galleries.

“One objective [of the campaign] is to drive people to our broad­casts, but the other is to satisfy the interest and the appetite of the Olympic fan who simply can't get enough,” Chun said.

The network is working with e-mail service provider Lyris to deploy e-mail updates about the Olympics, in real time, directly from the games.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

To Send or Not to Send More Email: That Is the Question

To Send or Not to Send More Email: ...

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.

Email Opens Have Increased While Clicks Remain Static

Email Opens Have Increased While Clicks Remain Static

Open rates rose to 32.9% in Q1 2014, but clicks haven't changed for the past couple of years, a study says. But why?