In a bid to reach young and mobile-obsessed audiences, NBC Olympics is going to Snapchat.
During the Rio Olympics, which officially opened on Aug. 5, Snapchat’s homepage will feature daily “live stories” from on the ground at the event. The ad-supported Snapchat Discover platform will also feature an NBC Rio Olympic channel, co-produced with millennial-friendly publisher Buzzfeed (which NBCU owns a $200 million stake in).
The live stories will allow Snapchat users in attendance at the Games and the U.S. Olympic Team Trial competitions to contribute their snaps to one collective, Snapchat-curated story. Throughout the partnership, Snapchat will feature NBC’s Rio Olympic brand marks, logos and more, with custom filters and geo-tags.
The Discover channel will generate original content that covers all aspects of the Games including celebrations, interviews and actual competitions, with Buzzfeed’s reporters on the ground during the action. The channel will be active until Aug. 22, one day after the closing ceremony.
NBC Olympics will lead advertising sales efforts across both formats, working closely with the Snapchat sales team.
“Through this partnership with NBC Olympics, we’re able to give our Snapchat community the opportunity to dive in and experience the world’s largest sporting event right on their phones,” said Ben Schwerin, director of partnerships at Snapchat, in a statement.
Both formats will only be available to U.S. viewers.
Other NBCU properties are coming to the ever-popular social media platform as well — E! News debuted The Rundown, a daily entertainment recap series, which launched earlier this summer.
The network is also set to premiere a Snapchat component of its reality singing competition The Voice (pictured). While the series has been active on Snapchat since 2014, posting behind-the-scenes content and clips with judges including Christina Aguilera and Adam Levine, it’s now set to launch The Voice on Snapchat, which invites people to use Snapchat’s messaging feature to submit their own auditions on the mobile video and messaging platform. Submissions open Aug. 9.
The launch comes just on the heels of Instagram’s latest update, “Instagram Stories”, which have — naturally — drawn comparisons to Snapchat across the board. Much like Snapchat stories, Instagram’s new feature allows users to share their daily updates, which are pushed to the home feeds of all users, and even disappear after 24 hours.