Peacock2024 Paris Olympics

How we turned athletes into influencers

The Challenge

Spark interest in the Olympics for a new generation

The Solution

Turn athletes into influencers, throwing out the old broadcast playbook and taking a page from the Internet’s

For more than a century, the world has gathered together to watch athletes compete on a global stage. But what happens when people stop gathering around the television?

NBC’s Olympic ratings had been falling for years, and a whole generation had never really tuned in: Gen Z. The social media generation was more likely to catch highlights on TikTok than watch live. Peacock brought us on as its social media partner for the Paris 2024 Games. The brief was clear: get Gen Z to care and give Peacock’s coverage enough personality to stand out in a flooded feed.

Rather than mimic a traditional sports broadcast on social media, we created a 15-person war room and social media dashboard to watch, meme, and create viral moments on the fly for every single day of the games.

“The @Peacock social media team is the only reason I signed up for Peacock to watch the games”