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This week, we distill insights around MTV Fantasy Election - a fantasy league game with which MTV aspires to educate and engage millennials around the 2012 US elections. 80+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. For more, see: http://peopleslab.mslgroup.com
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People’s Insights: Volume 1, Issue 41
MTV Fantasy Election
crowdsourcing | storytelling | citizenship | social data
What is MTV Fantasy Election?
To educate and engage 18-29 year olds around the 2012 U.S. elections,
MTV launched Fantasy Election – a game in which players create teams
of politicians and track their performance in five categories.
fantasyelection.mtv.com/
How it works
fantasyelection.mtv.com/
Players can change their teams on a weekly basis and earn bonus
points by answering daily trivia, checking in to televised debates on
GetGlue and events on Foursquare and by reading news articles.
A step away from MTV "Choose or Lose"
nytimes.com/2011/12/19/business/media/mtv-drops-choose-or-lose-campaign-season-slogan.html
With few exciting jobs and growing debt, the 2008 election marked the
year U.S. youth chose but yet lost. As a result, MTV has moved away
from its 20 year election slogan and created MTV Fantasy Election.
Lack of youth interest in 2012 elections
Even with the new campaign, MTV faces a steep challenge – 45 million
millennials (aged 18-29) are eligible to vote, but studies have found they
are less enthusiastic and less likely to vote as compared to 2008.
gallup.com/poll/155711/Young-Voters-Turnout-Intentions-Lagging.aspx
A better platform for political discussions
Despite youth’s tendency to over share, they tend to avoid political
discussions on social media. Bloggers feel the fantasy league format
may offer a better platform and also spark more political conversations.
articles.latimes.com/2012/aug/22/entertainment/la-et-st-mtv-game-to-engage-millennials-
politically-20120822
Gamification helps educate and engage
gamification.co/2012/09/26/5-reasons-you-should-play-mtv-fantasy-election-12/
Bloggers commend MTV on using gaming techniques to make politics
more accessible and interesting, and for bringing back the ‘intellectual
core of political activism’ that was prevalent in the 60s and 70s.
Is gaming an appropriate approach?
edition.cnn.com/2012/04/24/tech/web/mtv-game-youth-vote/index.html
Several people however have criticized the gaming approach: they do
not believe that gaming techniques should be applied to a matter as
serious as voting, and consider it a frivolous waste of time.
Ranking tool helps combat skepticism
1) fantasyelection.mtv.com/candidates
2) techland.time.com/2012/08/14/mtv-ditches-choose-or-lose-for-new-fantasy-election-game/
People have also appreciated MTV's innovative ranking system which
helps voters keeps digest the overwhelming amount of information
available and focus on candidates’performance in areas that matter.
Tracking candidates is hard work
1) fantasyelection.mtv.com/
2) slickdeals.net
While MTV provides plenty of incentives to keep voters engaged and
actively tracking candidates’ behavior throughout the elections season,
players have still found the effort strenuous and hard to sustain.
Can MTV convince youth to vote?
1) fastcocreate.com/1681559/can-mtvs-fantasy-election-12-rock-the-biggest-youth-vote-in-history#1
2) edition.cnn.com/2012/04/24/tech/web/mtv-game-youth-vote/index.html
Bloggers question if gamification of politics is enough to motivate
millennials to vote. At the very least, MTV believes it can help create
more informed and active citizens in the long run.
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in four key areas:
crowdsourcing, storytelling, citizenship and social data.
Crowdsourcing Mahindra Spark the Rise
Storytelling @MarsCuriosity
Citizenship #Kony2012
Social Data MTV Fantasy Election
Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights
Network
50+ MSLGROUP planners
share and discuss inspiring
projects on corporate
citizenship, crowdsourcing and
storytelling.
People’s Insights
weekly blog
We deep dive into
conversations around one
project -- on the MSLGROUP
Insights Network itself but also
on the broader social web -- to
distill insights and foresights.
People’s Insights
Quarterly magazine
Every quarter, we will compile
the best insights from the
network and the blog in the
iPad-friendly magazine, as a
showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
People’s Insights Annual Report
Subscribe to the report at: http://peopleslab.mslgroup.com/peoplesinsights/annual-report/
In early January 2013 we will publish the ten-part People’s Insights
Annual Report, in which we synthesize our insights from 2012 and
provide foresights for business leaders and change-makers for 2013.
Now & Next: Future of Engagement (coming soon as an iPad app)
Part 1: Crowdfunding
People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
