CNN Politics invited fans to join them on a trip across the country. But not to follow the candidates, CNN wanted to hear from the rest of us, the people. CNN's Chris Moody and Vanessa Yurkevich visited places where campaigns and political reporters don't always go for eight weeks leading up to the Presidential Election.
In partnership with Instagram, Facebook and CA Technologies, CNN embarked on this nationwide tour of key swing states, presidential debate locations and destinations around the country on the #MyVote camper and projection tour.
Starting Sept 19th, CNN correspondents Chris Moody and Vanessa Yurkevich traveled with the #MyVote camper, reported from the ground and talked to citizens to capture the faces and voices of the people.
At tour stops, members of the community were invited to enter the #MyVote camper and take a photo with either a red, blue or purple background color, and attach a comment about what their vote meant. They shared those photos on Instagram, using the #MyVote hashtag. The #MyVote camper also served as CNN's Facebook Live HQ and the social media hub on the road-tour and at each presidential debate location stop in New York, Missouri, Virginia and Nevada.
#MyVote integrations were also be found on the CNN Politics app, available for download in the iOS app store. The #MyVote campaign culminated on election night, when thousands of posts became a live interactive video projection on the Empire State Building, transforming a mosaic of voter posts into an unprecedented real-time Electoral College scoreboard.
#MyVote campaign highlights.
- Weekly on-air content: sponsored weekly segments within 4 programs, promos, billboards, branded content commercials,
- #MyVote campaign was integration with live events: Politics App featured in special event coverage at Primary Debates, Conventions, General Election Debates, and Empire State Election Night live tracker.
- #MyVote Instagram Partnership: branded content video, interactive landing page, on-site activation with #MyVote CA Tech branded camper, App integration, live Election Night Empire State building projection.
Beyond Impressions on TV (+200MM), Digital (+400MM), Social (11MM), the CNN and CA Tech partnership delivered amazing engagement with over 385,000 app downloads. CA's brand study showed a remarkable 22% favorability lift. CA Tech's CMO cited this partnership as their leading cause for success – achieving in 1 year with CNN what would have taken 2.8 years to achieve with the same investment level spent more broadly.