NBCU Initiates Marketing Effort Behind Olympic 'TV Everywhere' Authentication Process


With a month to go until the opening ceremony in London, NBCU has launched a multiplatform marketing initiative aimed at informing the nation's 100 million video subscribers how they can authenticate and gain access to 3,500 hours of streaming content from the upcoming Summer Olympics.
Those "TV Everywhere" instructional efforts are playing across an array of platforms, including a tutorial from Carson Daly about the content that will be available and what video subscribers have to do to access the expansive coverage on their computers, tablets and smartphones.
NBCU is encouraging customers that receive a video package that includes MSNBC and CNBC to verify their subscriptions at NBC Olympics Live Extra, the exclusive home of Olympic live streaming content at NBCOlympics.com. By verifying now, multichannel customers can also access 14.5 hours of coverage of the U.S. Olympic Team Trials online. Cable, satellite and telco customers can verify their mobile and tablet devices when the NBC Olympics Live Extra App launches in mid-July.
John Miller, CMO of NBCUniversal Television Group and head of the NBC Sports Agency, told Multichannel News after NBCU's pre-Olympic press event in Studio 8H at 30 Rockefeller Plaza, home to Saturday Night Live, on June 27 that the programmer had customized different 90-second segments, featuring Daly, for the nation's largest video providers.
"Cable, satellite and telco distributors all have different situations, slightly different ways of authenticating," said Miller. "Working with Carson, we customized 16 different tutorials that not only talked about the opportunities, but debunk some of the myths, like subscribers have to pay more to watch the content," said Miller, noting the distributors received this messaging in mid-June.
Different spots, talking about the streaming opportunity and an attendant sweepstakes, aimed at incentivizing authentication by offering the winner a trip to London for the Games, as well as another promo about apps, began running during NBC's coverage of the Olympic Trials on June 25. They will be airing on various NBCU networks and platforms through the Games.
Cable, satellite and telco systems were also supplied with digital banners, designed e-mails, bill stuffers and additional communication tools to inform their customers about authenication. For their part, NBCU officials are calling this campaign the largest push to encourage TV Everywhere verification.
All of these elements are designed to get video subscribers to sign-up for what amounts to a four-step access process:
* Visit NBCOlympics.com/LiveExtra;
* Click the "Click Here & Get Ready" button;
* Select your cable, satellite or telco provider; and
*Enter the username and password that corresponds with your account.

At that point, the subscriber is signed in throughout the Games for that device, but must complete the same steps for additional platforms.
"NBC Olympics Live Extra will provide cable, satellite and telco customers with access to unprecedented Olympic content via digital, mobile and tablet devices. We have been working closely with our multi-channel partners since the Vancouver Games to develop and deploy the most seamless verification process for their subscribers," said Gary Zenkel, president of NBC Olympics. "The Olympics truly represents the ultimate opportunity for the cable/satellite/telco industry to demonstrate the value of TV Everywhere."