The Approach.
Create an opportunity for viewers, at home, to build a strong connection with the contestants, their coaches and share in their unique journey, as they moved through the various rounds of the show. To do this, NBC and Warner Brothers took a unique approach - each contestant was given their own fan page where audiences could follow their behind-the-scenes activities, share in moments that occurred outside of the broadcast and create a level of access that was unparalleled in its scope. This exclusive and unprecedented experience was enhanced by a number of audience participation features, like the "America's Save" and Viewer Voting experience, which provided the audience at home to take an active part in the show's outcome.
The Result.
A fresh and innovative take on the traditional talent search format, that helped redefine a genre, and cemented the concepts of user-generated content, audience participation and the influence of social media into the modern talent show lexicon.
