Latin American Idol
With the objective of increasing revenue from their Internet channel,
SPE Networks and Latin American Idol (LAI) needed to increase visits
and engagement in their site.  They needed to give viewers a
compelling reason to return, interact with the program and motivate
viewers to invite friends to participate and become new fans of the
show.

SPE Networks and wealltv partnered to create a "multimedia twitter" platform on Latin American Idol´s website under the Sony Talk brand. Latina American Idol´s artists, judges and cameramen were allowed to input media feeds, and the fans were allowed to enter text feeds and forward multimedia to friends.  The fans return rate and engagement metrics increased dramatically and an online community was created which extended to Facebook and MySpace. On the final day of the show, backstage footage was sent from cellphones.

Results

Views: Daily video views increased from a few thousand to an average
of 100,000 over the last month of the show, reaching 280,000 videos on top traffic days.
Time on Site: The time on site increased from 3 to 13 minutes.
Registered Users: More than 30,000 users registered for Sony Talk in
only three months of operation.
Engagement: User interaction within the platform was significant,
growing up to a level of 19 feeds per user, per day.