NBC uses Jurassic World Dominion to build Winter Olympics hype
The pending release of Jurassic World Dominion, in tandem with the Winter Olympics, has given marketers plenty to sink their teeth into, with a series of adverts having fun with an unorthodox collision of worlds.
The crossover campaign depicts what would happen in the event Olympic athletes came face to face with dinosaurs.
The fortnight-long campaign, spearheaded by Universal Pictures and NBC Sports – separate divisions of NBCUniversal – depicts the interactions of three modern-day athletes with our reptilian cousins from deep history, brought back to life in digital form.
Adding a little jeopardy to the standard slalom, the campaign shows gold medal-winning skier Mikaela Shiffrin alongside snowboarder Shaun White and figure skater Nathan Chen as they contend with the attentions of the unwelcome spectators.
Lauding the unconventional crossover, Jenny Storms, chief marketing officer of entertainment and sports at NBCUniversal, said: “The spots we have created with our Olympic athletes are jaw-dropping, innovative and thrilling.”
The trio of spots serves to build anticipation ahead of an extended two-minute piece, which will air during NBCUniversal’s coverage of the opening ceremony of the XXIV Olympic Winter Games in Beijing, China, on February 4.
Jurassic World Dominion is the latest sequel to extend the heavyweight Jurassic Park franchise.
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