American Idol 2008/2009 Season (Trilibis Mobile Inc.)

American Idol 2008 Season
Trilibis Mobile

Background

In November 2008, AT&T engaged Trilibis Mobile to build a WAP destination site for the American Idol show, for which AT&T is a key sponsor. The WAP site was part of AT&T’s overall marketing program around American Idol. AT&T wanted to drive significant traffic to the site via premium deck placement and SMS marketing campaigns.
AT&T selected Trilibis Mobile from several vendors due its proven SmartPath platform and its track record for delivering high quality WAP products on a tight schedule.

WAP Product

Trilibis worked closely with both AT&T and Fox/American Idol to maximize the American Idol experience for AT&T’s customers. The WAP product included:

• Up to date American Idol news
• Weekly show recaps
• Detailed biographies of the final 36 contestants, including pictures
• Detailed biographies of the 4 judges, including pictures
• Photo galleries updated weekly
• Notable quotes updated weekly
• Videos of outrageous auditions
• Downloadable American Idol ringtones
• Trivia games

In addition, for short amounts of time during the season, the WAP product also included –

• Kelly Clarkson videos
•  American Idol downloadable game

Results & Conclusions

AT&T considers the WAP portion of their marketing strategy of American Idol to be a great success and is looking forward to continuing its success for the next season.
In general, the WAP site registered over 3,500 unique daily visitors with the largest spike of 20,000 unique visitors occurring on the final day of the show.

Notable takeaways

• Over 25% of user activity was reading the biographies of the contestants and judges
• Over 35% of user activity was looking at pictures
• Approximately 20% of user activity was keeping up the latest American Idol news
• Approximately 15% of user activity was reading the show recaps for the previous 2 or 3 episodes
• 5% of traffic engaged in the trivia section and signed up for alerts