Inspiring TV viewers to watch the Olympic broadcasts required us to bring the unique Olympic iconography out to them – live and up-close. We aired ‘tune-in’ spots on cardio-screens in health clubs, on buildings via digital projections, and on HDTV trucks called AdVans. Figure (roller) skaters performed intricate dance routines for gathered crowds. 15 in-line skaters, wearing Team USA speedskating or hockey uniforms, ‘raced’ through busy downtown streets. Customised transit shelters placed unsuspecting passengers alongside hockey players or skating judges. An integrated promotion honored local professional hockey players competing in Torino.

In addition to unprecedented word-of-mouth buzz and local media coverage for this promotion, NBC11’s Olympic audience ratings rose 189% versus their regular season average. While a sizable ratings increase was expected, this was by far the most significant ratings jump for any major-market NBC station.