A nice cross-lake collaboration: Microsoft’s MSN group is building new entertainment fan sites using the community-interactivity tools from Seattle’s Wetpaint.
You’d think Microsoft would have Web 2.0-type interactivity tools on the shelf, but Wetpaint has been doing this sort of thing for big media companies like Showtime, HBO and Fox.
MSN will introduce more than 24 Wetpaint-powered fan sites this year, starting this quarter, the release said. The group’s been tinkering with its entertainment offerings, testing different configurations of the portal that place a higher emphasis on the topic.
In the release, MSN Director Lisa Gurry said it’s a “new fan-driven initiative on MSN Entertainment where the fans do the writing, meet each other and share their interests.”
The release quote from Wetpaint CEO Ben Elowitz said, in part: “With their SuperFan initiative, MSN recognizes the power of the voices of fans and the ability of this motivated audience to drive buzz and traffic above and beyond static fan pages and message forums.”
In the old days, wouldn’t MSN have just bought Wetpaint to do this sort of thing?
Elowitz said it was relatively inexpensive for MSN to form the partnership.
“I cetainly want to develop a great relationshp with them and deepen the relationship,” he said in an interview.