With the EU referendum looming on June 23, brands and publishers are teaming up with Downing Street to bring out the youth vote.
Two weeks ago, the government turned to tech companies to help them get younger people registered to vote in the EU referendum on whether the U.K. should leave the European Union — the so-called “Brexit,” or British exit, vote — before the registration deadline closed on Tuesday.
Businesses including Tinder, Deliveroo, the Lad Bible, Apple and Google met with Prime Minister David Cameron and charity Bite the Ballot to discuss non-partisan efforts to reach the 7 million people who are eligible to vote but not registered. Cameron himself joined Tinder last month to encourage young voters ‘swipe right’ when it comes to registering.
“We’re a group of tech businesses that have access to the points in your life where you’re most receptive to a message,” said Mimi Turner, marketing director at the Lad Bible. “We’re all interested in some form of physical activation.”
Without taking a position on the vote, the Lad Bible has spent the last three months regularly publishing stories and explainers on the referendum itself (like, well, “What the Fuck is the EU Referendum?”). Since the meeting, though, the beer and bros title has increased its output and run a further 12 pieces of content under the cutely named campaign “Knowing Me, Knowing EU,” pushing people back to the registration page in the last two weeks.
And it seems to be working. Using link-shortener tool Bitly, the Lad Bible has driven 45,000 clicks to the voter registration page since it was created May 27, which works out at 20 percent of all Bitly traffic that has been driven to that registration page.
The articles have kept along a similar vein of “These are the referendum game changers you need to watch out for,” looking at how a Brexit would affect the price of a pint, European players on football teams, going on holiday or studying abroad.
One of its most popular videos, with 1.6 million views and 1,600 comments on Facebook, explores whether someone who eats at the upscale bakery chain Greggs is more likely to vote for Brexit than someone who eats at the Portuguese chicken chain Nando’s. Each piece of content has a poll, which at time of writing found that 58 percent of readers would vote to remain, while 42 percent would vote to leave the EU.
Uber has been showing passengers messages while they waiting for their cars, saying, “What could you do in the three minutes it takes for your Uber to arrive? How about registering to vote? Around one-in-three eligible 18- to 24-year-olds are still not registered. Put simply, that means they are missing out on having their say.”
Deliveroo ran similar messages while people were waiting for their food order. However, neither Uber nor Tinder has been sharing Bitly links to push voters back to the registration page.
Data from SimilarWeb, which in this instance tracked referrals only from desktop sites, show that the biggest traffic referrer to the registration page is a handful of government sites. The BBC is fifth, referring just 3 percent of traffic, and the Guardian is the 13th-biggest referrer, sending 1.2 percent there.
Even so, in the last month, 1.65 million (out of 7 million) have registered to vote, according to The Electoral Commission. Whether they turn out to the polls is another matter.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.