In an election year as critical as any, the group with perhaps the most at stake unfortunately has the reputation of being the least interested. MTV's mission was to spark its enormous following of young people to dig into campaign season and ultimately vote.
Fantasy Election ‘12 was a first-of-its kind Web and mobile game that gave everyone from apathetic youths to political junkies a unique way to hold candidates accountable and get involved. The execution would need to be as groundbreaking as the idea.
Applying the fantasy sports phenomenon to the campaign races, Fantasy Election allowed users to draft teams and earn points in their leagues. The scoring system, which integrated feeds from 15 nonpartisan data partners, reflected each candidate's performance based on constituent engagement, honesty, transparency, civility and public opinion.
User engagement took off, with players averaging more than 4 minutes per site visit and reading almost a quarter-million articles in eight weeks. And in the big picture that really mattered, youth voter turnout was higher than it was four years earlier.
- MTV Fantasy Election
- Facebook Game, Mobile Experience