{"id":710545,"date":"2026-02-05T19:35:17","date_gmt":"2026-02-05T16:35:17","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/snoop-meets-tucci-in-milan-behind-nbcus-creator-blitz-at-the-winter-olympics\/"},"modified":"2026-02-05T19:35:17","modified_gmt":"2026-02-05T16:35:17","slug":"snoop-meets-tucci-in-milan-behind-nbcus-creator-blitz-at-the-winter-olympics","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/snoop-meets-tucci-in-milan-behind-nbcus-creator-blitz-at-the-winter-olympics\/","title":{"rendered":"Snoop Meets Tucci in Milan: Behind NBCU\u2019s Creator Blitz at the Winter Olympics"},"content":{"rendered":"
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\n\tAt some point during NBC\u2019s presentation of the 2026 Winter Olympics, Snoop Dogg and Stanley Tucci will rendezvous on the side of an Italian highway. NBC is playing coy about what the pair will be doing (expect delicious food to be involved), but Molly Solomon, the executive producer and president of NBC Olympics production, promises \u201cit will be memorable.\u201d<\/p>\n

\n\tThe stunt, which will feature two of NBC\u2019s celebrity correspondents for the Milan-Cortina Olympics, is a textbook example of a strategy that the company piloted in Paris, but that it will double down for in Milan (and Los Angeles, come 2028): Betting that high-wattage celebrities, TikTok and YouTube stars, and a plan to turn athletes into social media<\/a> sensations, can drive viewer interest in an event that is still, at its core, about amateur sports.<\/p>\n

\n\t\u201cI think what we realized is that you\u2019ve gotta have moments that stand out, that galvanize the social algorithm, and that comes not only from athletic performance, but from connecting the celebrities to the athletes,\u201d Solomon tells The Hollywood Reporter<\/em> of NBC\u2019s learnings from the Paris 2024 game<\/a>s.<\/p>\n

\n\tAnd Snoop Dogg, whose participation led to many viral moments, is once again at the center of it, exploring the region, making app<\/a>earances on NBC shows, and cheering on from the crowd. Tucci, meanwhile, will be a special correspondent, highlighting the food and culture of northern Italy in what Solomon describes as a \u201cnightly postcard.\u201d<\/p>\n

\n\t\u201cSnoop was able to elevate their [the athletes] profile by being with them and showcasing them,\u201d Solomon says. \u201cSo the first thing we thought about coming out of Paris is, how do we do this even better? We never want to put a shadow over the athletes, we actually want to amplify what they\u2019re doing and that\u2019s why Snoop works.\u201d<\/p>\n

\n\tSnoop\u2019s success underscores the effort that NBC has put into leveraging celebrities to generate interest in the games, and the athletes that participate in them. NFL and NBA stars are household names in a way that Olympic athletes mostly aren\u2019t, so the logic is a strategic one.<\/p>\n

\n\t\u201cCelebrities expand the tent,\u201d says Jenny Storms, the CMO for TV and streaming at NBCUniversal. \u201cThey bring the casual fan fans in, but they also help introduce these athlete\u2019s stories to the American public, and a lot of these athletes are still relatively unknown as they walk into these winter games.\u201d<\/p>\n

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\t\t\t\t\tMatt Damon in NBC Olympics\u2019 2026 campaign promo that also promotes Universal\u2019s The Odyssey<\/em>. <\/span><\/p>\n

\t\t\t\t\t\t\t\t\tNBC Olympics<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\tThat has meant an extended marketing campaign featuring stars like Ray Romano, Sebastian Maniscalco, Dua Lipa, Ariana Grande and Cynthia Erivo, Glen Powell, Scarlett Johansson, culminating with a spot starring Odyssey<\/em> lead Matt Damon. And it means those celebrity correspondents will be roaming the Italian countryside, eager to create a viral moment. Tucci, Solomon says, \u201cthinks like a producer,\u201d and has already mapped out a plan.<\/p>\n

\n\tAnd it also means taking those relatively unknown stars and turning them into social media sensations.<\/p>\n

\n\tLast year, NBC took a busfull of Olympic hopefuls to TikTok\u2019s Los Angeles headquarters. The goal was to connect the athletes to the platform, betting that as they post content, fans will tune in.<\/p>\n

\n\tIt\u2019s all part of a quiet effort to help athletes develop and grow their personal social platforms, betting that as they gather fans on Instagram or TikTok, those fans will want to watch them during the games. Olympics athletes, with rare exceptions like the basketball teams or hockey teams, or a Michael Phelps or Shaun White, are amateurs. They are not household names.<\/p>\n

\n\t\u201cThe biggest thing was hesitation and fear. It was a worry around, \u2018I don\u2019t want to do something wrong, I don\u2019t want to post something that then gets me in trouble.\u2019 Social was just a bit scary,\u201d Storms says of the effort. \u201cThere was trepidation around it, and that\u2019s when an unlock happened in our heads, and we said, Hold on, we\u2019re literally doing this every single day, all day long \u2026 we can help them.\u201d<\/p>\n

\n\tThe company began to test the thesis in Paris, where sprinter Noah Lyles emerged as a case study.<\/p>\n

\n\t\u201cHe loves to post about fashion, very fashionable guy, and he loves to post about track and field,\u201d Storms says. \u201cWe brought into the meeting a heat map that showed him the time of day of when people are on social media that are interacting with fashion, and when are people on social media interacting with sports and things like track and field. He started posting pieces according to the heat map, and he saw an immediate jump in his engagement, a demonstrative change. So all of a sudden it was like an unlock to say, \u2018whoa, I get this.’\u201d<\/p>\n

\n\tSocial media in general<\/a> has become a focal point for NBC, a recognition of changing consumer habits. While the company is working to turn athletes into social creators, it is simultaneously taking social creators and giving them access to the athletes.<\/p>\n

\n\tAfter piloting the program in Paris, the company is bringing what it calls its \u201cCreator Collective\u201d to Milan, taking creators from YouTube, TikTok and Meta and bringing them to Italy with what it says is \u201cunprecedented access to the athletes and competitions.\u201d<\/p>\n

\n\t\u201cThe premise of that idea was, how do we talk to different audiences and bring them into the Olympic movement,\u201d says Peter Lazarus, executive VP of sports and Olympics ad sales and partnerships. \u201cWhen we had to change the way we approached the Olympics, that meant changing the way we talk to audiences, and talking to the younger audiences on their platforms, in their language, whether it be on Tiktok or Snap or X or whatever the platform is, and doing it in the right way, with the right voice, with the right influencers and creators telling that story made the Olympic content much more attractive and much more digestible to that audience.\u201d<\/p>\n

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\t\t\t\t\tA phone camera lens view of Snoop Dogg at the 2026 Milan-Cortina Olympics on February 3, 2026.<\/span><\/p>\n

\t\t\t\t\t\t\t\t\tJoe Scarnici\/Getty Images<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\tFor Milan, the company is bringing over talent like Kylie Kelce, Bowen Yang and Matt Rogers, Jordan Howlett and Cleo Abram from YouTube; Rylee Arnold, the Hulett Brothers and Carlo & Sarah from Meta; And Ashley Yi, Mariah Rose and Molly Carlson from TikTok.<\/p>\n

\n\t\u201cWe see this kind of flywheel where people are consuming on social, getting more interested in coming back to TV, and vice versa,\u201d Lazarus says. \u201cWe believe that the content creators really do a great job at talking the right language, making it feel official, with behind the scenes access, and that\u2019s what we give them. We give them access to whether it\u2019s athletes, whether it\u2019s sets, whether it\u2019s behind the scenes\u2026 we help get them the access so that they can take a unique picture and create those viral moments and hopefully then promote to our broadcast on the backside of it.\u201d<\/p>\n

\n\tIt\u2019s become a business opportunity as well. As with the athletes that NBC works with, the company also connects Olympics TV advertisers to creators, giving them potential sponsorships around the games.<\/p>\n

\n\tThe goal, ultimately, is that most elusive thing: Buzz.<\/p>\n

\n\tAnd while Milan may not be w replay of Paris (the Winter Olympics are never quite as popular as the summer games), executives at the company think they have a gameplan that can capitalize on it.<\/p>\n

\n\t\u201cCelebrities showed up in Paris, they were in the audience,\u201d Solomon says, noting that Tom Cruise sat in the audience to watch Simone Biles compete. \u201cIt just signifies cultural importance and cultural relevance. Some of that just happened because it was Paris, and other times, you know, we helped make that happen.\u201d<\/p>\n

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\t\t\t\t\tA view of signage around the city on January 23, 2026 in Milan, Italy. <\/span><\/p>\n

\t\t\t\t\t\t\t\t\tFrancesco Scaccianoce\/Getty Images<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n<\/div>\n

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At some point during NBC\u2019s presentation of the 2026 Winter Olympics, Snoop Dogg and Stanley Tucci will rendezvous on the side of an Italian highway. NBC is playing coy about what the pair will be doing (expect delicious food to be involved), but Molly Solomon, the executive producer and president of NBC Olympics production, promises…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-710545","post","type-post","status-publish","format-standard","hentry","category-social-mediaa"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/710545","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=710545"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/710545\/revisions"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=710545"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=710545"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=710545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}