NBC News and its ten owned-and-operated stations are partnering with Storify to enhance online coverage of the 2012 Olympics, which begin this week in London.

Material from Facebook, Twitter and Instagram will be collected on the Storify platform and embedded on the websites of the NBC O&Os, as well as on Today.com. Contributions will be pulled from NBC’s national and local journalists in London, as well as social media users around the world.

“The 2012 Olympic Games will be more social than ever, and Storify enables us to capture and report on the social stories coming out of the Games in a unique, web-native way,” Vivian Schiller, NBC’s chief digital officer, said in a statement. “This joint project acts as a journalism endurance test for our teams, as they scour the web for the best content and update the page continuously from now until the end of the Games.”