MECA Communications Launches Experience Messenger - First Private Label Interoperable Instant Messenger for Brand Marketers

MECA Communications Launches Experience Messenger - First Private Label Interoperable Instant Messenger for Brand Marketers

New Technology Debuts with Exclusive American Idol(TM) Branded Content as Part of Agreement With FremantleMedia

BEVERLY HILLS, Calif., March 15 /PRNewswire/ -- MECA Communications, the first and only developer of the Experience Messenger(TM), 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 Idol(TM), 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."

"We are very excited to be working with MECA to offer American Idol fans a unique way to interact with the program," said Keith Hindle, VP Integrated Marketing and Interactive FremantleMedia North America. "The American Idol Experience Messenger allows us to leverage the increased use of instant messaging to connect with our fan base and utilize a highly viral marketing strategy to further the Idol brand across our target audience nationwide."

The American Idol Messenger is currently available for free download at http://www.americanidolmessenger.com/.

About MECA

MECA (May Everyone Connect Always) is the first and only developer of the Experience Messenger(TM), which empowers brands to create an immersive experience for consumers through unique private-label instant messenger applications. Recognizing the pervasiveness of IM, MECA has defined a new approach to online marketing. An interoperable messaging tool, the Experience Messenger enables companies to leverage the viral benefits of IM to expand reach, obtain valuable data, and increase opportunities for revenue, sponsorship and customer retention. MECA's clients and partners include top entertainment and consumer brands: American Idol, Vivendi-Universal, Rolling Stone, Real Networks, Build-A-Bear Workshop, Marvel, and others. Based in Beverly Hills, MECA was founded in 2000 and is a privately held company. For more information visit http://www.meca.com/

About FremantleMedia

FremantleMedia Licensing Americas (FMLA) is the US licensing arm of FremantleMedia, one of the largest international creators and producers of program brands in the world, with leading prime time drama, serial drama, entertainment and factual entertainment programming in over 40 territories. FMLA exploits FremantleMedia's many strong brands including the award winning, American Idol, the world's longest running game show The Price Is Right, the ever-popular Family Feud, and other classic game shows across multiple off- screen platforms including merchandising campaigns, interactive and wireless support, home entertainment and music publishing.

About American Idol

Five-time Emmy Award-nominee AMERICAN IDOL was created by Simon Fuller of 19TV and developed by FremantleMedia. Executive producers are Simon Fuller and Nigel Lythgoe for 19TV and Cecile Frot-Coutaz and Ken Warwick for FremantleMedia North America. 19 also manages such leading musical artists as Annie Lennox, Will Young, Kelly Clarkson, and Fantasia. FremantleMedia North America is one of America's foremost producers of reality-based entertainment programming for television, and has produced the IDOL format in more than 30 countries worldwide.

About 19 Entertainment

19 is recognized as a leading creator, provider and promoter of globally successful, music based entertainment, or "Entertainment Brands". 19 has attracted a unique collection of expertise in people who work together to integrate and leverage activity across television, music film, merchandising, music publishing, recording, artist/writer and producer management, sponsorship and promotion. To date, 19 has been involved in the creation of 101 Number 1 singles and 81 Number 1 albums with an impressive tally of 233 Top 40 albums and 389 Top 40 singles.

Source: MECA Communications

CONTACT: Gita Chandra of Connors Communications, +1-212-798-1420, or
gita@connors.com, for MECA Communications

Web site: http://www.americanidolmessenger.com/
http://www.meca.com/

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