Making heroes human inspires Olympian outreach.
Just about everyone knows when the Olympics are on. But for the most part, they don't really know the men and women representing their nation. NBC reached out to AMP Integrated PR to help end that trend with the historic Beijing Games.
The AMP and NBC strategy was to show how human these otherworldly athletes really are. By letting consumers get to know their Olympians on a more personal level, they would have a greater investment in their success, which would pay off in ratings.
This strategy came to life through a communications campaign that lived across a variety of online and offline media channels. Top U.S. Olympians opened up in questionnaires, interviews and photo sessions. And millions connected with their stories in many forms, from long lead print, press releases and online media to Facebook Groups, viral videos and web editorials.
People connected with our athletes to the tune of 71,800,880 unique visitors across 432 web sites, and an Olympian 238,618,740 impressions.