Midtown Manhattan's Rockefeller Plaza is home to a new, sleek, oh-so-stylish cafe. For workers in nearby office buildings or for tourists that flock to the site, it's a comfortable place to unwind, grab a sandwich or a coffee, check e-mail, surf the Net via free Wi-Fi or check the news on MSNBC.com, the owner of the facility. The MSNBC.com Digital Cafe, which had a soft launch two weeks ago and will be fully operational in mid-July, is one of several brand extensions the company is creating in an effort to deliver its content in new and interesting ways. "[It's an acknowledgement of] the way the world is developing. Not everyone is going to come to your Web site everyday. So, we have been thinking of other ways to get our content out there," said Catherine Captain, vp, marketing for MSNBC.com. The cafe includes other programs MSNBC.com has launched in an effort to engage consumers in different ways. One is Spectra, which Captain described as a visual news reader that allows viewers to select stories. (There will be five touch screens and a larger monitor inside the cafe.) The company has created numerous gaming initiatives. Among the news-infused games are NewsBlaster and NewsBreaker, in which players use a paddle to keep a ball in play and break the bricks on the screen to reveal headlines.http://www.adweek.com/aw/content_display/news/e3i9a3650f4bf2de299c9425c566e3f1315
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