crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 41
MTV Fantasy Election
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 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.
fantasyelection.mtv.com/
A step away from MTV "Choose or Lose" 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.
nytimes.com/2011/12/19/business/media/mtv-drops-choose-or-lose-campaign-season-slogan.html
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-millennialspolitically-20120822
Gamification helps educate and engage 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.
gamification.co/2012/09/26/5-reasons-you-should-play-mtv-fantasy-election-12/
Is gaming an appropriate approach? 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.
edition.cnn.com/2012/04/24/tech/web/mtv-game-youth-vote/index.html
Ranking tool helps combat skepticism 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.
1) fantasyelection.mtv.com/candidates 2) techland.time.com/2012/08/14/mtv-ditches-choose-or-lose-for-new-fantasy-election-game/
Tracking candidates is hard work 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.
1) fantasyelection.mtv.com/ 2) slickdeals.net
Can MTV convince youth to vote? 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.
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
More People’s Insights Weekly reports Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in three key areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing
Storytelling:
Citizenship
Mahindra Spark the Rise
@MarsCuriosity
#Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
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
People’s Insights weekly blog
People’s Insights Quarterly magazine
50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.
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.
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
Coming soon: People’s Insights Annual Report In early January 2013 we will publish the People’s Insights Annual Report, in which we synthesize our insights from throughout 2012 and provide foresights for business leaders and change-makers for 2013.
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
For People’s Lab solutions, contact pascal.beucler@mslgroup.com