MECA Communications launches experience messenger. New technology debuts with exclusive American Idol branded content as part of an agreement with Fremantle Media.

Reality Reel Media
03.30.05

MECA Communications, the first and only developer of the Experience Messenger™, has partnered with FremantleMedia, one of the largest international creators and producers of program brands in the world and co-producer and licensor of American IdolÔ,to launch the American Idol Experience Messenger. The new interoperable instant messenger (IM) service will allow fans of the show access to exclusive content including Idol-specific rich media, contests, features and promotions.

With more then 80 million IM accounts in the U.S. alone, MECA is leveraging the leading form of communications of consumers by offering an interoperable IM solution that provides brands with a platform to reach their customers directly from the desktop. The interoperable feature allows users to communicate with friends or family regardless of the IM they are using – Yahoo!, MSN, AIM, or ICQ – as it integrates all messengers into one interface. MECA’s proprietary Experience Messenger creates a new platform featuring interactive content that enables intimate and direct communication with loyal customers through a completely brand-specific, exclusive instant messenger application.

The exclusive American Idol Experience Messenger offers an additional medium for FremantleMedia to maximize the value of American Idol’s interactive marketing and promotional offerings. The entire messaging interface and the associated features and functionality provide consumers’ with more information, and marketers a highly targeted promotional tool. For example, American Idol Experience Messenger users will be able to view un-aired footage, along with unique channels to connect them to interactive content and promotions. In addition, the branded messenger will serve as a gateway for fans to participate in Idol Chats and special contests and prizes.

“Unlike other messenger products, our Experience Messenger creates a fully tethered consumer experience, keeping users actively involved in a brand’s content, images and message, making it a natural fit for integration into the American Idol brand,” said Bob Kimball, CEO of MECA Communications. “The American Idol Experience Messenger is the first time fans of the show can experience the program through instant messaging, making them feel more involved in the show’s progress, and while continuing their interaction with the American Idol brand during the many hours and days when the show is not on air.”