Through partnerships with several carrier networks and brands such as Coca-Cola, NBC Universal is bringing its 2010 Vancouver Winter Olympic Games to the mobile medium.

NBC has launched several new mobile initiatives and rebranded its other wireless properties to promote the sporting event. The entertainment giant?s coverage of the Olympic Games spans its various television networks and content channels to bring as much programming and interaction to consumers.

?The Olympic Games are a tent-pole event, where we want users to be able to follow NBCU's coverage wherever they are: on-air, online or on-the-go,? said Adam Freifeld, senior director of communications for NBC Sports, New York.

NBC Universal owns and operates news and entertainment networks, a motion picture company, television production operations, a TV stations group and theme parks.

Comcast Corp. recently made a move to purchase NBC Universal from General Electric for $30 billion. The deal could have a significant effect on mobile content and media (see story).

Going for mobile gold
Wireless carrier partners include AT&T, Sprint and Verizon Wireless. AT&T is offering live mobile video.

NBC has an Olympic mobile Web site that features breaking news, live results, schedules, TV and online content listings, medal counts, Team USA profiles, slideshows and Vancouver spectator information at http://m.NBCOlympics.com.

Consumers can sign up for mobile alerts that include breaking news, event results, alerts by sport, video and photo alerts, athlete alerts and TV/event reminders at http://www.nbcolympics.com/alerts/index.htmx.

Additionally, consumers can opt-in for text alerts by sending the keyword OLYMPICS to the short code 51515.

NBC has iPhone and BlackBerry applications for the Olympic Games that are advertised on its mobile and PC Web sites.

The core NBC Olympics application features news, game results, highlight videos, coverage of every sport, Twitter feeds of athletes and more social media elements.

Mobile Olympic video including highlights will be available on demand from the mobile Web site, the applications and on-deck with carrier video providers.

Additionally, NBC launched NBC Olympics 2Go, a 24/7 mobile TV channel with live coverage from networks such as NBC, USA, MSNBC and CNB. 

NBC Olympics 2Go will be available to AT&T subscribers of AT&T Mobile TV or MobiTV.

"Consumers are watching more video than ever before on every type of screen, and since the Olympics are a must-see event, we knew that live wireless coverage of the Games would be something our customers would want," said Jenny Bridges, spokeswoman for AT&T, Dallas.

"NBC is delivering the most Winter Olympics Games coverage in history and AT&T customers will have more ways to watch all the content from their TV, PC or on their wireless phone," she said.

Spreading mobile cheer
There is also an NBC Olympics Cheer application that features noises such as cowbells and air horns.

Coca-Cola Co. sponsors the Cheer application.

The soft drink giant tapped mobile for the launch of a multifaceted Olympic Games-themed program in the United States designed to engage on-the-go fans.

The campaign is anchored by a group of high-profile U.S. Olympians and champions, known as the Coca-Cola ?Six Pack? of athletes, limited-edition Olympic Games-themed packaging, mobile media and digital experiences. The brand partnered with NBC and launched a custom WAP site to support the campaign at http://m.cokeopengames.com (see story).

NBC Universal also promoted its 2010 Olympic Winter Games content via 2D bar codes at the 2010 Consumer Electronics Show in Las Vegas.

The company partnered with Jagtag for a sweepstakes to engage attendees of the trade show last week and promote its coverage of the Olympics (see story).

?During the Beijing Games, we found that users were increasingly turning to mobile as a way to stay connected to the Games,? Mr. Freifeld said. ?At nights, on weekends, during the commute, and even during the workday, so we are working to provide an even better mobile experience for the Vancouver Games.?