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

1-800-GOT-JUNK? Cleans Up Its Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

The junk removal company trashes the batch-and-blast method and focuses on customer loyalty.

News Byte: Exact Data Strikes a Blow for Clean Email Lists

News Byte: Exact Data Strikes a Blow for ...

The company partners with BriteVerify to offer automatic list cleaning to SMB clients.

Oh, Canada! Five Ways to Deal With the Canadian Anti-Spam Law

Oh, Canada! Five Ways to Deal With the ...

A veteran emailer from the North Country tells U.S. marketers how to navigate the new regulations taking effect on July 1.