‘Biggest Loser’ teams with Pinterest

Partnership is site's first foray with customized content from a TV show

Pinterest, the pinboard-inspired pic sharing site, has teamed with NBC’s “The Biggest Loser” to promote the competish program and healthier lifestyle choices.

Partnership includes Peacock-created instructional content that will appear on Pinterest and complement each week’s episode. Viewers will be directed to “Biggest Loser’s” Pinterest page during broadcasts, where they can discover recipes, lifestyle tips and exercises from show trainer Dolvett Quince and chef Devin Alexander.

Initiative kicked off today and will continue until “Loser’s” season finale on March 18. (The Shine America-produced program is currently in its fourteenth cycle.)

Pinterest has established itself as a social media go-to for web users looking for bite-sized health info. Many Pinterest users repin photos of motivational quotes, recipes and fitness how-tos, so “Biggest Loser” integration organically falls into Pinterest’s already favored and inspirational content.

“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,” said Vivi Zigler, topper of Shine 360 and Digital.

Media brands are no stranger to using Pinterest as a promo vehicle, and the platform had previously hosted holiday campaign “30 Days of Pinspiration,” which included participation from Dr. Oz and Katie Couric’s daytime shows. Pact with “Biggest Loser,” however, marks the first significant broadcast entertainment partnership that Pinterest has participated in that includes dedicated, customized content from a TV show that continues through a season run.

“People watch ‘The Biggest Loser’ to get inspired and that’s the same reason they come to Pinterest,” said Barry Schnitt, head of communications at Pinterest. “It makes the show a perfect place for us to start.”

Contact the Variety newsroom at news@variety.com

More TV

  • DUBAI, UNITED ARAB EMIRATES - DECEMBER

    Dubai: Festival President Abdulhamid Juma on Growing The Market and Opening to TV

    Pinterest, the pinboard-inspired pic sharing site, has teamed with NBC’s “The Biggest Loser” to promote the competish program and healthier lifestyle choices. Partnership includes Peacock-created instructional content that will appear on Pinterest and complement each week’s episode. Viewers will be directed to “Biggest Loser’s” Pinterest page during broadcasts, where they can discover recipes, lifestyle tips […]

  • oprah actors on actors

    Oprah Winfrey to Receive 2018 Cecil B. DeMille Award at the 75th Annual Golden Globes (Watch)

    Pinterest, the pinboard-inspired pic sharing site, has teamed with NBC’s “The Biggest Loser” to promote the competish program and healthier lifestyle choices. Partnership includes Peacock-created instructional content that will appear on Pinterest and complement each week’s episode. Viewers will be directed to “Biggest Loser’s” Pinterest page during broadcasts, where they can discover recipes, lifestyle tips […]

  • Robert Knepper

    Warner Bros. Finds 'No Evidence of Wrongdoing' by Robert Knepper on 'iZombie' Set

    Pinterest, the pinboard-inspired pic sharing site, has teamed with NBC’s “The Biggest Loser” to promote the competish program and healthier lifestyle choices. Partnership includes Peacock-created instructional content that will appear on Pinterest and complement each week’s episode. Viewers will be directed to “Biggest Loser’s” Pinterest page during broadcasts, where they can discover recipes, lifestyle tips […]

  • ABC Pulls 'Great American Baking Show'

    ABC Pulls 'Great American Baking Show' Off Schedule in Wake of Johnny Iuzzini Sexual Misconduct Allegations

    Pinterest, the pinboard-inspired pic sharing site, has teamed with NBC’s “The Biggest Loser” to promote the competish program and healthier lifestyle choices. Partnership includes Peacock-created instructional content that will appear on Pinterest and complement each week’s episode. Viewers will be directed to “Biggest Loser’s” Pinterest page during broadcasts, where they can discover recipes, lifestyle tips […]

  • Godless

    TV Review: 'Godless' on Netflix

    Pinterest, the pinboard-inspired pic sharing site, has teamed with NBC’s “The Biggest Loser” to promote the competish program and healthier lifestyle choices. Partnership includes Peacock-created instructional content that will appear on Pinterest and complement each week’s episode. Viewers will be directed to “Biggest Loser’s” Pinterest page during broadcasts, where they can discover recipes, lifestyle tips […]

  • The Office

    TV News Roundup: Comedy Central Acquires All Nine Seasons of 'The Office'

    Pinterest, the pinboard-inspired pic sharing site, has teamed with NBC’s “The Biggest Loser” to promote the competish program and healthier lifestyle choices. Partnership includes Peacock-created instructional content that will appear on Pinterest and complement each week’s episode. Viewers will be directed to “Biggest Loser’s” Pinterest page during broadcasts, where they can discover recipes, lifestyle tips […]

  • 50 Cent Power

    Curtis '50 Cent' Jackson Extends Overall Deal With Starz

    Pinterest, the pinboard-inspired pic sharing site, has teamed with NBC’s “The Biggest Loser” to promote the competish program and healthier lifestyle choices. Partnership includes Peacock-created instructional content that will appear on Pinterest and complement each week’s episode. Viewers will be directed to “Biggest Loser’s” Pinterest page during broadcasts, where they can discover recipes, lifestyle tips […]

More From Our Brands

Access exclusive content