||Personal expression packs
In September 2010 the TV show The Voice of Holland (TVOH) started in The Netherlands. This concept is characterized by a cross medial effect, whereby social media plays an important role. In addition to Twitter, Facebook and Hyves (local Dutch social network site) the MSN platform was used to encourage interaction with the viewer.
Especially the Windows Live™ Messenger chat program plays an important role. Windows Live™ Messenger makes it possible for the user to support his/her favorite candidate(s) through a personal expression pack. This personal expression pack can fully customize the users Messenger. The entire look and feel of the chat window will be adjusted in the style of the TVOH candidate. Winks, emoticons, avatars, badges and a scene can also be shared with all Messenger friends.
Techno Design IP, in collaboration with Microsoft and Vodafone Netherlands, took care of the whole creation and installation process of these 12 personal expression packs. Unique to this approach is the integration with Facebook and Hyves. You can instantly share what artists you are supporting. Main advantage here is the cross-media viral effect that has a positive influence on the popularity of the program.