'Fan Experience' Service Launches

WPP-owned PR giant Burson-Marsteller has launched the 'Fan Experience' - a research-based service to understand how consumers respond to and interact with sponsorships and endorsements in the fields of sports, arts, culture and entertainment.

Burson-Marsteller's research team employs a range of measurement techniques based on its proprietary Measurement Dashboard. Specialized research products and services include issues monitoring and analysis, audience insight aggregation, influence mapping and reputation analysis.

A year ago, the company launched subsidiary called PivotRED, to deliver research and data-based communications advice. Fan Experience has been developed by the firm's US Consumer and Brand Marketing Practice and aims to help clients use the 'passions of fans' to cultivate brand loyalty and understand their return on investment.

Jason Teitler, MD of the Practice, explains: 'Companies need to move beyond the days of simply buying a billboard in an arena or purchasing an in-stadium promotion; their focus needs to be on turning fan affinity into brand affinity. Fan Experience is about developing programming that is specially designed to help weave the brand into the fabric of a fan's experience and passion.'

Web site: www.burson-marsteller.com .