The Voice

Unlimited Access Site

Case Study

Team Adam or Team Blake? This dynamic second screen experience served as a social media water cooler, allowing fans to view social and exclusive content, share, and vote for their favorite teams.

For the launch of the fifth season of NBC's hit show The Voice, NBC and sponsor Sprint approached AvatarLabs to create an interactive social experience that would amplify and encourage social buzz around the show. AvatarLabs concepted and executed 'The Voice Unlimited', an interactive timeline that amplified social dialogue, encouraged fan participation and drove tune-in.

Supported on the official NBC website, The Voice Unlimited was a dynamic hub that captured social activity from Twitter, Facebook, Instagram and Google+ posted by the show's fans, hosts and production teams. Designed with an easy-to-scroll chronological timeline, the feed (powered by Mass Relevance) also hosted exclusive content including backstage interviews and behind-the-scenes videos delivered in partnership with Sprint.

Updated in real time, features included:

  • The ability to sort content by type (official, fan and "Sprint exclusive" only available on the experience) show week and season.
  • A Weekly Poll for fans to answer and share via Twitter
  • A Sweepstakes for fans to enter via Twitter for the chance to win iTunes gift cards or the grand prize of two tickets to the finale
  • A Social Activity Map that facilitated fan participation and showcased fan support, on a geographical basis, for the coach/artist teams
  • A Voting Module where fans could watch video highlights then vote for their favorite artist to impact the outcome of the show

The HTML experience was accessible for fans on all digital platforms - desktop, tablet and mobile. It was built as an evergreen piece that could live many seasons into the future.