Here at Salesforce, we’re pretty enthralled by interactive content. Adding interactive elements to your content makes the content consumption process more fun, is more engaging and captivating, and allows content producers to glean more insights into how people engage with your content. We’ve interact-ified our e-books, like this extremely popular 20 Customer Service Best Practices interactive. We’ve even created a whole new way for people to discover content with our new interactive content hub.

Not convinced? Here’s what Kissmetrics had to say:

On the battlefield that is content marketing, reading, watching, listening to, or downloading something may be the equivalent to firing a shot, but getting a prospect emotionally involved via interaction is a hit...Marketers succeed when their audience not only consumes content, but also enjoys and acts upon it. Understanding this principle, more and more content marketers are stepping-up their static content to create content customers can interact with.

So where does the New York Times fit into this?

As a self-declared Olympics fiend, I’ve been consuming all of the content I can find these past two weeks — from Buzzfeed listicles to thinkpieces to hot takes to memes (McKayla Maroney may be ready for Michael Phelps to take meme gold away from her, but I’m not!). But when I stumbled upon the work that the New York Times is doing, I was nearly knocked out of my chair.

The Times took four athletes: Simone Biles (gymnastics), Ryan Lochte (swimming), Christian Taylor (triple jump), and Derek Drouin (high jump), and explained how each excels at their sport in unique ways.

But they didn’t just explain why Derek Drouin runs slower yet (oddly) jumps higher than other competitors using words or static imagery. They created a complete interactive experience taking you step-by-step through his jumping method, complete with looping videos of his training, jumping, interviews with coaches, and much more. It truly must be seen to be believed.

In another example, the Times created an interactive quiz: Olympic Bodies — Can you guess their sport? As well as this fun interactive game: Can You Beat Usain Bolt Out of the Blocks? (Answer: I’m not quitting my day job to become a track star anytime soon).

As the Olympics continued, the Times continued to produce amazing content that deep-dives into some of the questions you might have been asking at home, and some you might not have even thought to ask, like how does Michael Phelps of 2016 compare to Phelps of Olympics’ past? Or, how the heck did Bolt come out of nowhere to take his third straight gold in the 100m?

On the world’s biggest stage, interactive content is coming out on top — and it looks like it really is much more than a passing fad. Interactive is here to stay.