Driving second screen engagement and social buzz was key for American Idol during the 2012 season. In order to drive fan participation, American Idol constructed the Fan Hub and Fan Wall using several Mass Relevance products.
At the Fan Hub, American Idol fans can view social buzz around the show. A display of Tweets and posts are featured on the page and filterable so visitors can access the most relevant content to them. Additional features include highlighted posts from American Idol, Tweet counters, and a module prompting visitors to Tweet. A successful Flock-to-Unlock campaign also kept American Idol fans engaged.
On the Fan Wall, visitors can interact with others by viewing profiles of people who are Tweeting and connecting with them. Social all-stars are highlighted featuring profiles of people with the most Idol Retweets. Other Mass Relevance products, like the Idol Twitter poll, encourage interaction and amplification of the show.
By bringing relevant content into a single second screen destination, American Idol was able to drive greater fan engagement and participation. Visitors who interacted with Mass Relevance social products (Mass Streams, Flock-to-Unlock, and Mass Polls) on the American Idol Fan Hub and Fan Wall stayed on American Idol’s website seven times longer than other visitors to those pages.