The Daily Show’s InDogCision 2024: Rescuing Democracy brought voter registration to dog rescue shelters across the country. The Daily Show and HeadCount combined their superpowers of comedy and voter engagement to support 28 shelters and encouraged fans to ensure they were ready to vote in 2024. We activated communities by hosting voter registration events at local animal shelters. We supercharged our fans by using a sweepstakes to come to a live taping of The Daily Show to encourage them to not only check their registration but also to make sure three of their friends were good to vote. We leveraged talent and influencers to engage with fans both online and in real life. Talent made an appearance at flagship events in Chicago and NYC, as well as promoted the events and sweepstakes through live in-show CTAs. We used dog influencers to help reach animal lovers alike and to get them to share the message with their communities. All of these efforts came together to create a moment around voting that not only felt authentic to The Daily Show but to its audience as well!
The goals of InDogCision 2024: Rescuing Democracy were to encourage The Daily Show audience to be prepared to vote in the upcoming 2024 election and consider adopting or fostering dogs while they were at it. We leveraged a multi-platform approach that included talent, fan experiences, grassroots organizing, and dog influencers to meet the audience where they were and to bring resources to make participating in the election as easy as possible.
The partnership resulted in 7 on-air callouts by the The Daily Show hosts, 26 collective social posts, and 28 IRL events in 19 states, where fans who checked their registration were also entered in a sweepstakes to win VIP tickets to a taping of The Daily Show. We prioritized activating in states where young voters had the highest potential to influence the 2024 election (Tufts CIRCLE YESI States). 10 of the 26 grassroots events were in YESI states, 70% of all YESI states had activations, 24% of all actions came from YESI states. Overall, the effort led to nearly 1,200 digital actions, 800K social engagements, and $20K raised for local shelters.
The sweepstakes resulted in 5,394 digital actions (including InDogCision), 2,753 registration checks, 420 new voter registrations, 1.8M views and 74K engagements, with more than 5500 entries total.
