In a first-of-its-kind broadcast entertainment partnership, NBC and Shine America will team with Pinterest — the online tool millions use to find inspiration for their lives– to jointly promote “The Biggest Loser” (Mondays, 8-10 p.m. ET) with fitness and food ideas and tips seen during broadcast. Through the partnership, NBC will create instructional content based on each week’s episode specifically for the Pinterest platform so that fans can more easily incorporate what they’ve seen on the show into their own lives and turn motivation into reality. The integration begins today (Monday, February 18) and will continue until the series’ season finale on March 18.
The announcement was made today by NBC, Shine America and Pinterest.
Beginning with tonight’s broadcast of “The Biggest Loser,” when contestants either try a new exercise or see a healthy recipe or explore a healthy lifestyle tip, pop-up text will appear on screen directing viewers to “The Biggest Loser” Pinterest page at pinterest.com/nbcbiggestloser. There they will find detailed “how-to” images from experts such as “The Biggest Loser” trainer Dolvett Quince and Chef Devin Alexander. Fans can re-pin the content to their own Pinterest boards or save it and share it with others.
Each episode will feature one show-inspired exercise, recipe, or lifestyle tip and every post will consist of a series of easy-to-follow photos with text directions.
“We are thrilled to be the first entertainment company to execute a partnership of this kind with Pinterest. Pinterest is one of the top sources of engagement for our content and the utility it offers its users is perfect for this kind of initiative,” said Robert Hayes, Executive Vice President, NBC Entertainment Digital. “‘The Biggest Loser” and Pinterest are an ideal pairing since our respective communities value inspiration, motivation and self-empowerment.”
“As ‘The Biggest Loser’ continues to break barriers in its 14th season, we are proud to be the first official entertainment partner with Pinterest and NBC in this way,” said Vivi Zigler, President of Shine 360˚ and Digital. “Being at the forefront of all things health, wellness and lifestyle Pinterest was a natural fit with ‘The Biggest Loser’ to provide fans with take-away content and a powerful user experience.”
“Connecting NBC’s engaging programming directly to content on Pinterest that people can save, share and, ultimately, use in their lives creates a uniquely valuable experience for viewers,” said Barry Schnitt, Head of Communications at Pinterest. “People watch ‘The Biggest Loser’ to get inspired and that’s the same reason they come to Pinterest, making the show a perfect place for us to start.”
“The Biggest Loser” is bigger and bolder as it returned last month with a powerful new mission — to tackle the nation’s childhood obesity epidemic head on. For the first time ever in the show’s history, kids (ages 13-16) are participating along with 15 adult contestants. New mother Jillian Michaels is also back, ready to whip contestants into shape with her tough-as-nails, no-nonsense approach, alongside returning trainers and top fitness experts Bob Harper and Dolvett Quince. The show is hosted by Alison Sweeney.
“The Biggest Loser” is a production of Shine America, 25/7 Productions and 3 Ball Productions. Ben Silverman, Dave Broome, Todd Lubin, Lisa Hennessy, Eden Gaha, Paul Franklin, JD Roth and Todd A. Nelson are the executive producers.