Rock the Vote: iHeartMedia and Funny or Die, Rock the Vote
Rock the Vote, iHeartMedia and Funny Or Die teamed up to create a nonpartisan, celebrity-infused public service campaign to encourage young people to register to vote and ultimately get out to the polls on Election Day.
The partnership between iHeartMedia, Rock the Vote and Funny Or Die successfully merged political awareness with a pop culture vibe, adding a comedic spin to one of the most contentious and complex elections in our history.
Launched in September of 2015, the first phase of campaign creative encouraged young people to take action regardless of which side they were on. The second and final phase of the campaign was developed in partnership with Funny Or Die’s “Everyone Votes” campaign and introduced comedy as a means to capture the attention of young people and encourage a new generation of voters to join the political process.
Diverse celebrity star-power was a huge component of the campaign’s strategy and every spot that was created was specifically written for the participating artist/celebrity. While the campaign was nationally distributed, the campaign’s local strategy was equally important to provide local election information and reminders to potential voters.
iHeartMedia and Funny Or Die had a unique ability to leverage their robust audiences and platforms to drive attention, awareness and ultimately action by young people. A Rock the Vote branded bus toured the country making stops on select college campuses. In select markets, stations pushed listeners to these local Rock the Vote events where they could physically register to vote or vote early in some states. All national PSAs throughout the campaign drove to rockthevote.com where users could easily access information about how and when to register and where to vote in their own neighborhood.
Following the launch of the iHeartMedia and Rock the Vote campaign, National Voter Registration Day’s registered 22,000 in 24 hours (the same week 4 years ago, 3,000 registered). The campaign also provided a platform for artists and celebrities with millions of impressions, drove over 7.4 million views on locally targeted Funny or Die creative and helped iHeartMedia to successfully secure local, state and national political ads.