"The Biggest Loser" partners with Pinterest

The partnership marks Pinterest's first major media partnership

Technology trends and news by Faith Merino
February 19, 2013
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The great workout motivator isn’t really health and wellness; it’s looking good naked. Lacking motivation? Type in “Fitspo” on Pinterest. I guarantee: you will get off the couch and exclaim, “I will have that butt.”

This week, NBC announced that its hit fitness show “The Biggest Loser” is teaming up with Pinterest to create a unique integration of content. And just in time for Girl Scout cookie season.

Starting this week, each episode of “The Biggest Loser” will feature pop-up text directing viewers to its Pinterest page, where they’ll be able to find detailed and highly visual workout instructions, recipes, wellness tips, and more. NBC will create instructional content exclusively for the Pinterest page based on workouts and recipes featured in the show.

“The Biggest Loser” pinboards go beyond workouts and recipes to include motivational quotes and images, health and wellness tips for kids, before and after images of the contestants, information on the trainers, merchandise, and more.

“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, EVP of NBC Entertainment Digital, in a statement.

It certainly makes sense, given 1) Pinterest’s largely female demographic, 2) 72% of “The Biggest Loser” viewers are female, and 3) the highly visual nature of workout lessons.

This is a pretty big deal for Pinterest, since this is its first major entertainment partnership, complete with customized content.

The partnership will last throughout the current season.

The show, which just kicked off its 14th season, took a new angle this time with a focus on kids. For the first time in the show’s history, contestants included children between the ages of 13 and 16, as well as adults. 


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