Sponsors and Fans to Interact in Real Time

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NEW YORK (AdAge.com) -- The 2002 Olympic Winter Games in Salt Lake City don't officially start until Feb. 8, but interactive marketing activity is in full swing.

Olympic sponsors Qwest Communications and General Motors Corp.'s Chevrolet Motor Division are featured prominently on the Web sites www.olympics.com and www.nbcolympics.com and are making use of interactive technology from Microsoft Corp.'s MSN, to integrate their offline sponsorships with online programs.

The technology also will enable real-time communication between sponsors and fans.

Besides being the Yellow Pages provider to the Games and a sponsor of the Olympics Web site, Qwest is building a fiber-optic broadband network to link all communications in and out of the Salt Lake venues.

The telecommunications company also is sponsoring Olympic news alerts that will be relayed to handheld devices and PCs, an interactive voting poll tied to figure skating and directory search functions.

Chevrolet, a sponsor of the Olympic Torch Relay, will track the flame's 65-day trek across the U.S. on the Olympic site.

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