We all love posting a selfie with an "I Voted" sticker, but why limit that sultry civic engagement to one or two days a year?
Dating site OkCupid and agency Mischief, recently founded by agency veterans including Greg Hahn after his exit from BBDO New York, this week announced a campaign built around the acronym "VILF"—Voter I'd Like to (Frolic With Once Quarantine Is Over but Until Then I Dunno Maybe Share Some Saucy Mask Photos). Or something close to that.
An accompanying video for the VILF campaign comes across like a political attack ad, except it's blasting a potential date who's not a registered voter.
"Trevor never even skips leg day," the ad ominously says. "But he skips voting day?"
You can expect to see more ads like this in the weeks to come as brands, especially those focused on Gen Z, do their part to drive Americans to the polls (or at least to the mailbox with their absentee ballots).
Hopefully brands will also incorporate voter outreach into their products and operations beyond just marketing. OkCupid, for example, recently added a "Voter 2020" badge to help users identify others who are passionate about the election.
“Practicing your right to vote is the biggest turn-on to OkCupid singles today, which is why we launched our Voter 2020 badge,” said Melissa Hobley, CMO of OkCupid. “Now, we’re using VILF to bring it to life and encourage singles across the nation to register and vote this November, because there’s nothing sexier than exercising your rights to vote.”
What innovative ways have you seen brands encouraging voter registration and turnout? Let me know at the email below or at @Griner on Twitter!
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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