National Voter Registration Day
In 2016, the United States saw a record-low voter turnout. So for the 2018 midterms, HBO decided to leverage their significant star power to remind Americans they have a voice.. and they should use it.
In order to cut through all the noise from news, brands, and politicians all telling people what to do, we developed a campaign that had celebrities say something completely unexpected: nothing.
We created a series of digital videos that had HBO talent break the norm and go completely silent on a single day, reminding voters a simple truth: Right now there is only one voice we need to hear. Yours.
In addition to pushing out these videos on social channels and throughout the HBO Network, we elevated a trending hashtag on Twitter, #NationalVoterRegistrationDay, by taking it over and partnering with Rock The Vote to make it easier than ever to register to vote.
By being the only brand that sat back and listened rather than telling voters what to do, HBO was instantly heard. Across social media our message of silence stood out loud and clear - and it showed.
We contributed to the highest voter turnout since 1966, registered over 3,300 new voters through the campaign, and hit over 56.2 million impressions through Twitter alone. Close to 40K people opted-in with Twitters “like to remind” feature through our campaign, and we received extensive coverage across both industry and general press.