The New York Times is experimenting with a new way to communicate breaking news for the Rio 2016 Games

Text messaging is a rising touch point among brands looking to connect swiftly and more intimately with their fan base. As mobile is the primary hub through which consumers surf the web and engage with their favorite companies, it makes sense that companies such as the The New York Times are eager to establish a lasting connection using a default application native to any and all smartphones.

As part of its coverage of the 2016 Olympic Games, the NYT will be communicating via storytelling texts. Texting “Rio” to 63937 will sign you up for messages, GIFs and photos by sports editor Sam Manchester, who is currently on-the-ground in Rio covering the competitions. Of course, SMS is a two-way street, and you’ll also be prompted to provide feedback on the experimental reporting to better the service and content as a whole.

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