“Biggest Loser” launches Pinterest content

NBC and Shine America are producing instructional content based on episodes of The Biggest Loser made specifically for the social media platform.
February 19, 2013

NBC and Shine America are producing instructional content based on episodes of The Biggest Loser made specifically for the social media platform Pinterest.

The partnership with the broadcaster and prodco is the first for Pinterest, an online pinboard where millions of users share photos.

The Biggest Loser’s Pinterest page will feature instructional content, such as fitness and food tips, inspired by each episode. The integration began yesterday (February 18) at, and will last until the series finale on March 18.

The how-to images will feature the show’s experts, trainer Dolvett Quince and chef Devin Alexander, and Pinterest users will be able to re-pin the content to their own Pinterest boards or share with others.

“We are thrilled to be the first entertainment company to execute a partnership of this kind with Pinterest,” said Robert Hayes, EVP of NBC Entertainment Digital. “The Biggest Loser and Pinterest are an ideal pairing since our respective communities value inspiration, motivation and self-empowerment.”

The Biggest Loser is produced by Shine America, 25/7 Productions and 3 Ball Productions (Eyeworks USA).

About The Author
Selina Chignall joins the realscreen team as a staff writer. Prior to working with rs, she covered lobbying activity at Hill Times Publishing. She also spent a year covering the Hill as a journalist with iPolitics. Her beat focused on youth, education, democratic reform, innovation and infrastructure. She holds a Master of Arts in Journalism from Western University and a Honours Bachelor of Arts from the University of Toronto.