The Campaign

Create an integrated campaign to engage with readers of the Economist and stimulate interest in the US election.

Success of the Campaign

The site generated 52,092 individual votes globally, with 1,878 discussion postings: Constantly in the top four of the most commented on the economist.com site globally. - Conversion rate (visitors to vote) at over 8% - John Micklethwait (Economist Editor in Chief) described it as 'the most successful online event for the Economist so far.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A website was created for readers to participate in a mock US election. Print and online campaigns were launched to drive traffic to the site, encouraging readers to log on to the site and cast their votes. The discussion section on the website encourages re-visits and provoke further interest.