CNN & FACEBOOK PRESENT
CNN and Facebook partnered to engage the electorate in the upcoming Presidential election, starting with the primary debates. Understanding the enormity of this election and the passionate views on the candidates, we wanted to find a compelling way for voters around the country to make their voices heard through social channels and beyond. It was not only critical to allow voters the ability to voice their concerns to their own network, but to find a way to engage them with the global political community as well.
We presented a concept for an Airstream trailer retrofit with a lounge and custom technology.
Extending our platform, we concepted and converted the Airstream trailer into the #CampaignCamper. The primary feature we created inside the #CampaignCamper was a video-enabled teleprompter podium for participants to personally share their election feelings and/or directly ask candidates questions during the live Republican and Democratic debates.
A NOD TO AMERICANA
We built the #CampaignCamper to bridge the iconic era with modern times and retrofit it with innovative technology to meet the unique objectives of the tour. The centerpiece of the exterior upgrade was building a gull-wing door to drive attention from afar, but the inside was equally special.
We played off the shape of the Airstream and designed a lifestyle lounge on the left side of the trailer, equipped with a custom u-shaped couch where CNN news anchors could broadcast live and conduct interviews. When CNN anchors weren’t utilizing this space, consumers could kick back, relax and watch CNNgo on the 70” TV screen mounted in the center console.
ASK A CANDIDATE
The focal point of the activation was a custom video confessional built into the right side of the trailer. This allowed voters to capture and share video content, while feeling like they were giving a presidential stump speech.
Behind a presidential red curtain was a custom-built podium, outfitted with a 20” touch device to control the user experience along with a goose neck microphone. Users walked up to the podium and selected either “Ask a Candidate a Question” or “Tell us How You Feel”. Based on the user’s selection, a custom-developed teleprompter mounted below the camera engaged voters with simple prompts to guide the process.
Our application captured the video, immediately uploaded and emailed it to the user where they could access and share to Facebook or Instagram from a custom-branded gallery right on their phone.
Throughout the tour, all the content that was being generated was aggregated and hosted on a branded gallery on CNN’s Facebook page. Our CMS allowed CNN to be able to moderate and pull any content. CNN then used candidate questions live during the debates and wherever they saw it best to tell an editorial story.
EXHIBIT AT NEWSEUM
After the primary election, we built a replica of the video confessional as part of the #LikeShareElect exhibit at the Newseum in Washington D.C. This was done in partnership with Instagram, Facebook, CNN and the Newseum to show the impact that social media is having on the political landscape.
CAMPAIGN CAMPER REACHED
OVER 20 MILLION PEOPLE
The #CampaignCamper fueled engagement throughout key election stops and colleges. It allowed voters to make their voices heard through CNN’s Facebook and Instagram accounts, reaching over 20 million people. Questions were so compelling that both the Democratic and Republican CNN debates aired an entire segment on the #CampaignCamper.
RELAUNCHES WITH #MyVote
Based on the success of the tour, #CampaignCamper was re-launched on September 19, 2016 with #MyVote for the Presidential election and a whole new tour from CNN, Facebook, Instagram, and FoxTales.