Discovery taps Wasserman for Winter Olympics social content drive
PyeongChang 2018 looks to be first fully digital Olympics / Olympic.org
Cycle Media, a subsidiary of Wasserman, will produce original content for Eurosport social and digital platforms to drum up interest and knowledge around the Games. In particular, it will drive the broadcaster’s Snapchat channels in the UK, Germany, Norway and Sweden making use of new and historic footage from the Winter Olympics.
The partnership ties in with Discovery’s ambition to make PyeongChang the first fully digital Olympic Games as it looks to position itself on any platform there is likely to be a significant audience. Further to this, on site, there will be a mobile digital studio hosting European influencers in an attempt to bolster social reach with original analysis.
Peter Hutton, chief executive of Eurosport, said: “As the Home of the Olympics in Europe, Eurosport is happy to partner with Cycle and Wasserman to help us engage more people on more screens across Europe. Alongside our own creative staff, Cycle’s creative resources will allow us to drive additional levels of engagement and support our objective to make PyeongChang 2018 the first truly digital Games across Europe."
Jonathan Davies, managing director of advertiser partnerships at Eurosport, added: “This partnership brings together Eurosport’s outstanding Olympic Games content and audiences with Cycle’s cutting-edge creativity in the social space – giving brands the opportunity to produce bespoke content that engages with younger audiences in new and innovative ways.”
Discovery has partnered with Snap to develop content specifically on that platform for the games, including behind-the-scenes action from events such as snowboarding, downhill and freestyle skiing and ice hockey – as well as relevant content from the athletes and influencers.