Execution focused around an SMS short code giving all wireless customers access to electorate information. Subscribers opted-in and received tailored messages such as polling questions, local voter registration deadlines, and opportunities to “pass-it-along” to friends encouraging them to register to vote. The call-to-action logo was used in all execution activities. Marketing support included:• Banner ads on AT&T’s entertainment portal.• Retail store collateral.• Internal communications.We took this campaign on the road with a “Mobile Elections” vehicle stopping at youth-centric events to drive voter registration, including:• 2008 Democratic National Convention.• AT&T-sponsored “RTV Ballot Bash” concert.• University campuses.• Local music festivals.With support from AT&T, RTV enlisted youth journalists to provide reports from the campaign trail. “Rock the Trail” journalists covered everything from election news to key campaign issues– all by using mobile applications on AT&T handsets to capture, file, and post blogs and videos.

Utilizing its digital capabilities, AT&T wove mobile technology into the existing RTV voter registration program. In doing so, we further connected young people to the election by speaking to them in their “native tongue,” i.e., through technology such as text messaging.To date, youth participation increased by 30% over similar AT&T campaigns. Results include:• 2.5M voter registration form downloads (25% above goal).• 200K online/mobile opt-ins to WAP portal and RTVOTE shortcode.• Over 100K video views on AT&T handsets.• Over 11M on-site/PR impressions.• Nearly $750K in PR value (including national network exposure on Election Day).