Challenged to extend mobile engagement with AT&T’s American Idol sponsorship, Joule created an experience that didn’t stop after a simple with a mobile voting text. 

After casting their vote for their favourite idol, fans received a confirmation message made up of a two-screens that allowed them to easily access extra exclusive American Idol content. This deeply immersive mobile site allowed them to get closer to the contestants, go behind the scenes of each episode and take part in a weekly interactive quiz to compete against other American Idol fans nationwide. Moreover, come voting time next week, people simple had to tap on the image of their favourite contestant to vote rather than texting in. 

The outcome: hundreds of thousands of one-time visitors became weekly visitors and voters. Thousands of votes were shared across Facebook and Twitter. And the number of votes increased massively thanks to the simpler tap-to-vote feature.