US media giant NBCUniversal chose to use its NFL broadcasting rights to gear up for its 2024 Summer Olympics in Paris through an integrated ad and logo reveal campaign fronted by none other than Paris (Hilton).
An in-house team linked with Hilton’s own 11:11 Media to create and promote a promotional campaign spearheaded by a hero 20-second spot which was backed by a behind-the-scenes video and additional supporting content.
NBCU kicked off the marketing campaign during NBC Sports broadcast of the NFL Wild Card game between the Los Angeles Chargers and the Jacksonville Jaguars and the work will run for the next two months across the company’s own platforms – including linear TV, streaming, digital and social media (including on Hilton’s personal social platforms).
The hero promotional spot, released on 14 January, sees the ‘Paris in Love’ star standing in an extravagant, upmarket hotel room wearing a sparkling silver gown and as she walks towards the doors to a terrace a male voice states “Next summer, the eyes of the world will be on…” and then the former reality star turns and says “Paris.” This is followed by a fast-paced montage of Olympic athletes and French capital landmarks, after which Hilton quips “Oh, the other Paris”.
https://youtube.com/shorts/SZsAJlKyiLQ?feature=share
Can't wait for the Paris Olympics, even though it's not all about me. #ThatsHot #CestChaud #ParisOlympics @NBCOlympics @NBC pic.twitter.com/4BaSa1LQnQ
— ParisHilton (@ParisHilton) January 15, 2023
NBCU supported to lead ad with an outtakes video of the commercial shoot which features Hilton stating: “Paris, France? What the…? They should change the name, it’s confusing.”
The spots were supported by additional social content and on-air pieces from 15 January linked by the #Paris2024, #nbcsports, #nbcolympics hashtags.
Take a look at our epic logo reveal for the 2024 Paris Olympics with the one and only @ParisHilton.
(via @TODAYshow)pic.twitter.com/i2DPnSHmX0
— NBC Sports (@NBCSports) January 16, 2023
The IOC’s next Summer Games will take place in the French capital from 26 July to 11 August 2024 and will be followed by the IPC’s Paralympics from 28 August to 8 September and both will be broadcast in the USA across NBCUniversal and Peacock through the summer.
“Our promotion of the Olympics never stops. It’s part of the DNA of NBCUniversal,” commented NBCU CMO Of Entertainment and Sports Jenny Storms. “The reach and scale of the NFL Playoffs aligns with the beginning of our push to the 2024 Paris Olympics.”
“This is an incredible collaboration between NBCU and Paris and continues to highlight how Paris’ iconic personal brand translates across genres and audiences,” added 11:11 Media CMO Krystal Hauserman. “At 11:11 Media, we are dedicated to creating fun and relevant moments that sit at the epicentre of pop culture.”
“The Olympics are so iconic, and Paris is, of course, one of my very favorite cities, so it’s been really special to be able to participate in the countdown to get fans excited about the 2024 Games,” Hilton herself added in the campaign launch PR.
Comment
Who better to promote one Paris than another?
At least that’s what NBCU marketers think?
This campaign follows hot on the heels of NBCU broadcasting not one, but two Olympic Games within six months,
The launch timing reinforces NBCU’s history of utilising its huge NFL audiences to promote its Olympics coverage: it aired its first 2022 Winter Olympics ad immediately after Super Bowl 56 in 2022.
NBCUniversal owns the US media rights to the Olympic Games through to 2032 and so as well as Paris 2024, it will also broadcast Milan Cortina 2026, Los Angeles 2028 and Brisbane 2032.
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