Abstract:

Building on two previous papers on the expression (ESOMAR, 2002 and 2003), the authors discuss progress made by Initiative, MIT, and most recently IPG Media's Consumer Experience Practice, to explore how the elements of the expression are identified and evaluated, both quantitatively and qualitatively, and applied in the development of an interactive, extended media experience that leverages audience, especially fan behavior. The effectiveness of the NBC Olympics Presents the Visa Championships-Torino 2006, an on-line gaming experience developed by NBC Sports and Visa to extend the Olympic content to younger, engaged audiences during the XX Olympic Winter Games in February, is used as a basis for analysis.