From on-line games to Olympic Games - enabling a fan culture to activate the 'expression'

Stacey Lynn Koerner and Alex Chisholm

Building on content engagement analytics, this paper assesses a study conducted with NBC Sports during the 2006 Olympic Winter Games in Torino to develop an on-line gaming contest to engage viewers, and offer a unique 'Olympics for the rest of us' experience.

From on-line games to Olympic Games – enabling a fan culture to activate the 'expression'

Stacey Lynn Koerner The Consumer Experience Practice, Interpublic Media, United States

Alex Chisholm MIT Education Arcade, United States

INTRODUCTION

At the ARF/ESOMAR WAM Conference 2002, Initiative and the Massachusetts Institute of Technology (MIT) introduced the expression as a conceptual model for understanding the complex relationship between advertising messages, media channels, and audience engagement (Pathways to Measuring Consumer Behavior in an Age of Media Convergence). In a dynamic landscape in which consumers are acquiring greater choice and control over their...

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