At 3:30 a.m. the morning before the Olympics started, Brian Gilmore was glancing at the giant television screen that dominates a workroom at NBC Sports Group's headquarters when something caught his eye.

A luge competitor from India, Shiva Keshavan, had fallen off his sled during a training run and had managed to hoist himself back on. Gilmore captured the moment for NBC's websites and more than a million and a half people have clicked to see it.

The NBC producer's job is to create viral videos — wacky, heartbreaking or heartwarming moments that will create as much attention as possible for NBC's digital properties.

Sometimes the moments deal with competition and sometimes not — like when a Russian speed skater unzipped her uniform front and she was wearing nothing underneath.