SOURCE: Mass Relevance

Mass Relevance

July 25, 2012 10:00 ET

Mass Relevance to Provide Social Media Integration for NBCUniversal's Coverage of the London Olympic Games

Full-Scale Social Integration to Enable NBC to Connect Fans, Athletes and Onlookers During Coverage of the London 2012 Olympic Games, July 27, 2012 - August 12, 2012

NEW YORK, NY--(Marketwire - Jul 25, 2012) - Mass Relevance, the technology leader in social curation and integration, today announced a partnership with NBC Sports that will bring audiences closer to the athletes, events and excitement of the Olympic Games in London. The partnership will allow fans, athletes and onlookers to participate, connect and interact with each other online and in the social sphere around the competitions, athletes and events occurring in real-time at the XXX Olympiad. The announcement was made today by Richard Cordella, SVP & GM, Digital Media, NBC Sports Group and Sam Decker, CEO and co-founder, Mass Relevance.

NBC Sports in conjunction with Mass Relevance will be integrating comprehensive social media experiences on in order to bring the audience closer to the Olympic Games. One outcome of the partnership is the development of a customer microsite -- -- that will serve as a social hub for the games. The goal of the site is to bring all Olympic social media conversations into a single online destination for fans, onlookers and athletes to interact and track the events in real-time. Trending topics, athlete content, social buzz and online activity about the 2012 Olympic Games will be captured, filtered and displayed in engaging ways on the site. This includes data visualizations to instantly identify the events, athletes, and even the top moments of the Games based on the volume of social conversations around the world.

Specific real-time features of and powered by Mass Relevance will include:

  • Live Twitter conversations from athletes
  • A Twitter Tracker that will track Tweet volume and conversations
  • Dynamic trending topics, sports, key 'moments' and athletes
  • The Mass Relevance Mad Lib and Poll modules, inviting participation from anywhere around the world
  • Cumulative data collected over the course of the 2012 Games displaying the most mentioned sports, most mentioned athletes, and top Retweets
  • Hashtag battles on where people can vote for and show support for specific athletes

"With the curation and real-time capabilities of the Mass Relevance platform, people will be able to directly engage and interact with one another and with the athletes alongside the events as they are happening. We are proud to be a partner in making this the first, truly social Olympics," said Decker.

"We are pleased to be working with Mass Relevance on the London 2012 Olympic Games to make sure we provide the best social coverage possible," said Cordella. "Their platform is able to handle the massive amount of social conversation that will be happening around the Games in order to deliver the most relevant experiences for our audience."

This is one of several projects scheduled where NBC and Mass Relevance have partnered to drive engagement through social integration.

About NBC Olympics:

A division of the NBC Sports Group, NBC Olympics is responsible for producing, programming and promoting NBCUniversal's Olympic coverage. It is renowned for its unsurpassed Olympic heritage, award-winning production, and ability to aggregate the largest audiences in U.S. television history.

Having produced every Summer Olympics since Seoul in 1988 and every Winter Olympics since Salt Lake City in 2002, the networks of NBCUniversal are synonymous with the Games in the United States. In 2011, NBCUniversal acquired the U.S. media rights on all platforms to the 2014 Sochi Winter Olympics, the 2016 Rio Summer Olympics, the 2018 Pyeongchang Winter Olympics, and the 2020 Summer Olympics. At the conclusion of the 2020 Games, NBCUniversal will have presented 17 total Olympic Games and 11 consecutive, the most for a U.S. media company in both categories.

NBC has won an unprecedented 91 Emmy Awards for its Olympics coverage, as well as a prestigious Peabody Award for its presentation of the Beijing Opening Ceremony in 2008, which USA Today said was "the best overall Olympic experience ever provided by a U.S. network."

In addition to its unsurpassed heritage and award-winning production, NBCUniversal is known for aggregating large Olympic audiences, as nine of the top 11 most-watched U.S. television events of all time are Olympic Games presented across the networks of NBCUniversal. The Beijing Summer Olympics rank No. 1 with 215 million viewers.

About Mass Relevance:
Based in Austin, Texas, Mass Relevance enables entertainment, media, retail, and manufacturing brands to drive real-time engagement through social curation and integration. In the past nine months alone, Mass Relevance has delivered more than three billion pieces of social content to multiple digital surfaces (curated from over nine billion pieces flowing through the Mass Relevance platform) to support iconic events like the Super Bowl and Academy Awards, launches such as The Avengers and Madonna MDNA, and television phenoms American Idol, X-Factor, 80 Plates and The Voice. The company serves more than 125 clients including "Big Four" television networks, seven of the top 10 2011 cable networks, as well as top brands like Target, Cisco, Ford, Samsung, New York Giants, Pepsi, Purell and Victoria's Secret.

The company is privately held with venture capital funding. For more information, please visit the company's website at, on Facebook and at Twitter.

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