Sportbusiness.com reported on March 4 that:
Health care brand Johnson & Johnson has teamed up with the NBC Olympics to launch a multimedia showcase, which will follow the journey of eight American athletes and their families as they prepare to qualify for the Beijing 2008 Olympic Games.
The five-to-seven-minute documentary-style shorts will include footage and interviews captured by NBC Olympics as well as footage from the athletes and their families via handheld cameras.
“As a partner of the Olympic Movement, Johnson & Johnson is proud to deliver a unique perspective on the excitement and emotion that make up an athlete’s journey to the Olympic Games,” said Owen Rankin, VP Corporate Equity and Olympic Sponsorship, Johnson & Johnson. “We understand that behind every Olympian who competes in Beijing there is a caring family that helped get him or her there.”
‘The Family Room presented by Johnson & Johnson’ will feature a series of weekly ‘webisodes’ focusing on the following athletes: Tina Ellertson (football); twin brothers Paul & Morgan Hamm (gymnastics); Reese Hoffa (track & field); Chellsie Memmel (gymnastics); siblings Steve & Katie Mocco (wrestling & judo); and Lauryn Williams (track & field).”
A much more interesting story would be a series on the preparations of a group of triathletes for a glamorous international event (and the event itself). If the athletes were all part of a club, team, or under a single sponsor, the potential for cross branding and linked presentations is immense.
An added benefit would be the extreme cost-effectiveness of presenting this all on the Web, using a social network site.
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