AT&T Inc. (NYSE: T) announced today that the company shattered its text messaging record of 64.5 million by generating more than 78 million messages this season of "American Idol" -- the most popular show on television. By texting their votes this season, AT&T’s wireless customers helped crown the new American Idol winner, David Cook.
Today, text messaging is broadly used by just about everyone with a mobile phone, but before Idol introduced text-to-vote, it was just starting to take off. Partnering with Seattle based Mobliss, AT&T's sponsorship of "American Idol" helped put text messaging on the map. Back in 2003, when the text message voting component was first introduced to the show, text messaging was still a relatively new technology and almost exclusively limited to the youth market. Today, text messaging has become almost as popular as voice communication as a way to stay connected while on the go.
“There’s no question that Idol fans are texting in huge numbers,” said David Christopher, chief marketing officer, AT&T’s wireless operations. “We rolled out a lot of great Idol-themed content this season that kept fans engaged and connected. From ‘American Idol’ trivia, special sweepstakes, TXT chats, vote number reminders and, of course, voting, there were plenty of opportunities for AT&T customers to enhance their favorite Idol moments.”
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