Beijing 2022: NBCUniversal partners with TikTok to create content and "brand experiences"

The American media conglomerate NBCUniversal, which holds the US broadcasting rights to the Summer and Winter Olympic and Paralympic Games until 2032, has partnered with the Chinese social network TikTok to produce "content and brand experiences" around the Beijing 2022 Olympic Winter Games (04-20/02/2022), according to US media on 24/01/2022.

As part of the partnership, NBCUniversal will create exclusive content (highlights, video clips) for some of its TikTok accounts. NBCUniversal will also produce a three-part live behind-the-scenes show hosted by a content creator from the platform and broadcast on the dedicated NBCOlympics account. Finally, NBCUniversal's partners "will be the first brands to pilot a new, creative ad experience on TikTok," according to trade media outlet TechCrunch on 24/01/2022.

The agreement is the result of a call for tenders launched by the American group in November 2021, for social networks to generate interactions and fan engagement around the Olympic Games.

• NBCUniversal acquired the US broadcasting rights to the Olympic and Paralympic Games for the…