Rock the Vote / Election Sounds
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
Non-profit organisation encourages young Americans to vote by streaming exclusive tracks at polling stations
Rock the Vote has partnered with musicians Watsky, Local Natives and The Head and the Heart to give fans access to new tracks - provided that they are in close proximity to a polling station.
People just need to visit the Election FM site on their mobile phone and enter their address to find out where their closest voting station is located.
Music is then automatically unlocked when potential voters are within 300 feet of their chosen station. And as long as fans stay in that proximity or closer, they can keep listening.
The new tracks will be exclusively released on Election Day (8 November 2016) via Election FM.
The campaign was created by San-Francisco based agency Goodby Silverstein and Partners.
Contagious Insight /
Cultural triggers / American voters rank among some of the least active in the world, especially among developed countries, according to The Washington Post. When it comes to young people, the Center for American Progress found that in the 2012 election there were 64 million eligible millennial voters, yet only 26% of them actually voted. One of the reasons for this low voter turnout, according to Pew Research, is the fact that those belonging to Gen Y are less likely to associate themselves with institutions like religion, marriage or the political establishment.
Here, Rock the Vote has found a smart way to make politics relevant to this generation by tapping into an area of culture that many young people feel passionate about – music. And this isn’t the first time that the organisation has fused pop culture, politics and technology together. Earlier in the year, the organisation partnered with dating app Tinder to match users with their perfect presidential candidate. While the Tinder idea may help people decide who they are going to vote for, Election FM helps encourage people to make the effort to actually cast their vote - especially if they can brave the queues with a selection of exclusive tracks.
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.