hulu
TURNING VIEWERS INTO VOTERS
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From agonising tension to outlandish plot twists, the 2020 Presidential Election had all the makings of the biggest Blockbuster of the decade. Except the voters.
This is the story of how we turned viewers into voters – and helped achieve the highest turnout at the ballot box in history.
Tension, comedy and plot twists: Biden vs Trump had all the makings of a smash hit, but people seemed more interested in following the events than in helping to shape them. Data from Hulu showed that only 25% of their 38.8 million subscribers were going to have their say at the ballot box.
Hulu wanted to use its might to change that.
Convince people to vote, not watch.
We changed every single one of Hulu’s shows’ titles on the platform to one word: VOTE.
The Handmaid’s Tale was renamed VOTE. Little Fires Everywhere became VOTE. The Mandalorian… you get the picture. #BeAVoter also took off on every social media platform and inspired other streaming services to follow our lead.
All this meant that when viewers tuned in, they’d be reminded that their shows could wait – but their votes couldn’t.
Highest voter turnout ever.
