On July 24, 2020, more than 15,000 athletes from around the world will convene in Tokyo to compete in the XXXII Olympic Summer Games. But the week before Thanksgiving, eight months before the Games commence and 5,400 miles away across the Pacific Ocean, 110 American Olympic and Paralympic hopefuls converged in Los Angeles—not for training, but to tell their stories in a West Hollywood studio.
The United States Olympic and Paralympic Committee (USOPC) and NBC Universal, U.S. broadcaster of the games, have invited the most promising talents to partake in what they’ve dubbed “WeHo,” what they describe as the “largest content capture in the history of media.”
Over five days in 16 studios, athletes posed for photos and told their stories on camera and in podcasts to create a massive content collection to promote the Olympics across dozens of platforms and properties. The output will appear on news networks including CNBC, on “Today” and “The Voice,” print magazines, promotions for films and theme parks and on various social channels from Instagram to TikTok. The aim is to keep awareness high for the Olympics before, during and even after the games, which promises to be 2020’s biggest media event, running on prime time TV for 17 straight nights.
“The Olympics is part of the DNA of Comcast/NBC Universal,” says NBC Sports CMO Jenny Storms on a tour of the WeHo space. The Olympics have been exclusively broadcast in the U.S. on NBC and NBCUniversal networks since 1988 for the Summer Olympics, and since 2002 for the Winter Games.
“For us, it’s not an event that’s every two years," Storms says. "It’s 365 days a year, every year, so being able to get a lot of content at once helps ensure we are bringing that Olympic message to life every single day to the consumer.”