In conjunction with the Season Premiere of X Factor, Fox leveraged the Mass Relevance Product Studio to fuel and amplify social buzz and excitement around the show, contestants, and judges. After integrating Tweets on air in season one X Factor wanted to further integrate social conversations into digital properties to drive viewership and fan engagement.
Using the Mass Relevance Product Studio, X Factor integrated several social visualizations into the fan page, creating a second screen participatory experience for the audience. Site visitors can take part in Twitter polls, hashtag battles, leaderboards and more. Fans will have access to real-time Twitter and Facebook content from and about the judges and a spotlight of featured fan Tweets and Avatars personalizes the community while providing additional social context for visitors. In the first hashtag battle launched on-site fans were asked to pick America's most popular judge. As a result of the buzz that was created #QueenD trended worldwide.