Creation of a dedicated website – *SportLine* – where seven prominent Italian athletes at the time (Jury Chechi, Alberto Gibellini, Alessandro Lambruschini, Gianni Perricelli, Luca Sacchi, Andrea Zorzi, Margherita Zalaffi) updated their “Olympic diaries” daily.

A messaging system allowed the public to interact directly with the SportLine team athletes.

An example of online and social communication before Facebook and chat platforms even existed.

Results: 70,000 page views during the Olympics. 5,000 unique daily visitors. 50 articles published and features aired on national TV.