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Paris Hilton, Dolly Parton and Sabrina Carpenter? NBC Makes Celebrities Core of Olympics Strategy
NBC bet on celebrities like Paris Hilton, Dolly Parton and Sabrina Carpenter to tout Paris Olympics, even though past efforts spotlighted athletes
“It feels to me like the Summer Olympics are back in a big way,” says Matt Sweeney, chief investment officer for the U.S. operations of GroupM, the large media-buying arm of ad giant WPP. Disney’s ESPN has in recent years launched a “Monday Night Football” simulcast featuring Peyton and Eli Manning offering game commentary while hobnobbing with sports and celebrity guests. Since that time, there has been a distinct cadence of surprise promos backed by NBC and featuring everyone from Peyton Manning to Megan Thee Stallion to, most recently, Sabrina Carpenter — an appearance that coincided with the widening halo around her hit song “Espresso.”
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