Fantasy Election game

The challenge

MTV’s voter engagement campaigns have been around as long as the channel. In 2012, we were facing an audience that was discouraged by the political process and opting not to register.

The opportunity

We reinvented our traditional voter engagement campaign to meet our audience where they were at. I overhauled our voice, tone, and social media channels. We experimented with new engagement tactics like building a Fantasy Election game and producing a live interview with President Obama. Fantasy Election players earned points by taking action in the 2012 election. The game drove over 500k actions. In the end, we registered 25k voters.