• Adweek, Tuesday, July 8, 2008 9:33 AM

MSNBC.com has opened a digital café in Manhattan's Rockefeller Plaza, which will be fully operational next week. It's one of several brand extensions the media company is creating to deliver its content in new ways.

"Not everyone is going to come to our Web site everyday, so we have been thinking of other ways to get our content out there," says marketing executive Catherine Captain. There will be five touch screens and a larger monitor inside the café, as well as the prerequisite free Wi-Fi.

The online news organization is working with agency partner SS&K on creative development. Among other related projects are online games in which players break through bricks on the screen to reveal headlines.

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