In an effort to increase young voter turnout for the 2018 midterm elections, MTV launched its +1 the Vote initiative, seeking to rebrand voting as a social experience. The campaign featured cross-platform branding and utilized recognizable talent to expand reach and build on MTV’s identity as an influential voice in pop culture. The result? Coverage in 80+ press outlets, influencer amplification on social (and countless shares), and an overall cultural trend in the idea of voting with a friend. And on November 6, new voters showed up in record numbers.
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