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Peacock marketing pivot amid pandemic and postponed Olympics, ad spend - Business Insider

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Inside Peacock's marketing pivot amid a pandemic and postponed Summer Olympics — and how its ad push compares to rival streaming services

told Business Insider how they adapted their launch campaign after the Tokyo Olympics — the tentpole event the launch was tied to — was postponed.

"We all know that there's nothing that brings the world together like the Olympics," Tirico said. "And this summer, Peacock will give audiences a front-row seat and a behind-the-scenes look at the game's most electrifying moments." "That actually provided us an even bigger opportunity for all of the brands to participate in our launch," Patricia Hadden, who leads growth marketing for Peacock, told Business Insider.

Synergistic campaigns like Peacock's Symphony push have aided other streaming launches. Disney Plus made a big splash in November with the, which promoted the subscription service on Disney shows, networks, stores, theme parks, and more. Disney Plus had a clearly defined library with anchor brands including Marvel, Pixar, and Star Wars, and an ace in the hole with its original series "The Mandalorian." Peacock also has a vast selection of popular franchises like "Jurassic Park," "Shrek," "Saturday Night Live," "Downton Abbey" and "30 Rock," but it has a heavier lift in stringing those properties together in the minds' of consumers.

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