At this year’s Olympic Games, one advertiser is pushing brand sponsorships into previously unclaimed territory: The human heart.
Figs, a U.S. apparel brand that provides scrubs to medical personnel, will be the first brand sponsor of a heart-rate monitor, which will be strapped to the parents of select athletes as they watch from the sidelines and and whose data will be shown live on NBC and Peacock.
The feature, dubbed “The heart of the moment,” is both a broadcasting and advertising first for parent firm NBCUniversal. Details around how the monitor will actually show up on viewers’ screens, and which lucky spectating parents will be chosen, remain unclear. Other than telling Digiday the company is “grateful” to have brought sponsor Figs onboard, a spokesperson for NBCU didn’t divulge further information.
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The original post is at Marketing Archives – Digiday
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