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How Brands Are Using Tech at the Winter Games

Kelsey Davis, Manager, Digital Media, Consumer Technology Association

The Winter (and Summer) Games are not only about athletic feats of strength, speed and agility. For media companies, big brands and tech companies alike, the Winter Games is their time to shine while the world is captivated by one event for two whole weeks. Here’s how a few familiar brands are combining tech with the Winter Games.


Snapchat is livestreaming some events and coverage right from the Winter Games, in a partnership with NBCUniversal. Users can subscribe to be notified when Snapchat is going live with their Winter Games coverage or can find the stream on the Discover page.

NBCUniversal is also working with Snapchat as the first media partner to feature Context Cards, which will highlight posts from athletes and fans and other content from the games. NBC will also be producing two Snapchat Shows featuring athletes competing at the games.

New York Times

The New York Times has employed augmented reality technology to analyze the skills of the Winter Games athletes like never before.

You can check out U.S. figure skater Nathan Chen’s quadruple jump or how U.S. hockey goalie Alex Rigsby defends the net with the augmented reality freezeframe of the moment these athletes pull off the seemingly impossible.


Google has added features to its search functionality to help users find information about the Winter Games. Triggered by certain terms, Google will show extra information at the top of the search results. It will also return results of video; VR video; and Google Earth and Google Street view results, which have up-to-date visuals of the stadiums and areas surrounding the Winter Games in PyeongChang.

And we can’t forget voice technology. Google Assistant can answer questions about the Winter Games.

See more on the intersection of technology and the Winter Games.