Rock the Vote has launched a mobile site designed to make voter registration more accessible and to fuel young voter turnout for the 2008 U.S. general elections.

Rock the Vote Mobile is powered by interactive network applications publisher Trilibis Mobile. Rock the Vote Mobile is fully integrated with RocktheVote.com, providing a cohesive user experience geared towards building engagement and momentum among young people this election season.

"Our mobile campaign is seamless in terms of the way we use mobile as one of the tactics to reach out to young people, along with email, grassroots and peer-to-peer," said Chrissy Faessen, deputy director of Rock the Vote, Washington, DC. "Our goal is to register 2 million young people this year, and so far more than 1 million have downloaded an online voter registration form.

"We continue to see a surge of young people's engagement in this election," she said. "Mobile is absolutely a critical component of this campaign."

Rock the Vote Mobile can be accessed from any Internet-enabled phone in the U.S. by pointing the mobile browser to http://wap.rockthevote.com.

Anyone submitting their email address through the mobile site will receive specific instructions on completing their voter application.

Visitors of Rock the Vote Mobile are also invited to examine today's hottest issues affecting young Americans, read the Rock the Vote blog, check up on important election dates and see pictures from Rock the Vote events nationwide.

Mobile phone subscribers can also choose to receive SMS message alerts with Election Day reminders, political quizzes, polls, celebrity messages, Rock the Vote concert dates and mobilization alerts.

They can also download ringtones and wallpapers.

All of these features are designed to boost the young voter movement all the way to the ballot box in November.

"Right now we're out in Denver at the DNC handing out postcards and fliers encouraging people to text in to build our mobile list," Ms. Faessen said.

Consumers can text keyword VOTE to short code RTVote (788683).

In return they will receive a welcome message, RTV updates, reminders to vote and news alerts with what is going on with the political process, all via SMS.

"We use mobile text messaging during primaries to remind people of registration deadlines," Ms. Faessen said. "We'll continue to text them to remind them of deadlines and poll hours in their local town."

In a feature called Rock the Trail, five young journalists on the campaign trail take pictures with their mobile phone, upload them to the mobile site and write blog posts to provide real-time information and analysis of the election.

With its SmartPath, a scalable publishing platform, Trilibis Mobile is able to create, deploy, update and manage its customizable, cross-platform mobile applications.

Rock the Vote uses music, popular culture and new technologies to engage and incite young people to register and vote in every election.

The organization's goal is to give young people the tools to identify, learn about and take action on the issues that affect their lives and leverage their power in the political process.

AT&T is a sponsor of Rock the Vote and a partner in Rock the Vote's mobile program.

"We came back with AT&T to use mobile marketing as a way to reach young people, who are always on their cell phone and always texting," Ms. Faessen said. "We're providing content to them through a medium that they're used to and they're already using."