To drive more Gen Z users to the polls, the Dutch Ministry of the Interior and Kingdom Relations teamed up with Snapchat to create an engaging online voter campaign with augmented reality elements.
To encourage more young people to vote in the Dutch provincial council and water authority elections, the campaign used a variety of augmented reality lenses, filters and stickers, which remained usable on Snapchat for a limited time. Users who selected the Snapchat lens saw two virtual ballot boxes appear on-screen, along with a quiz to test their knowledge in a playful way.
With a focus on helping young voters feel knowledgeable, confident and inspired to vote, the campaign brought attention to the power that individuals have when it comes to their immediate environment, as well as climate change.
AR Voter Campaigns
Snapchat & the Dutch Ministry Engaged and Inspired Gen Z Voters
Trend Themes
1. AR Voter Campaigns - Using augmented reality elements to engage and inspire young voters in elections
2. Playful Voting Quizzes - Creating an online voting campaign with virtual ballots and playful quizzes to encourage young voters to participate in democracy
3. Engaging Social Media Platforms - Leveraging popular social media platforms, like Snapchat, to attract young voters to participate in elections
Industry Implications
1. Social Media - Developing new and innovative ways to engage young audiences in civic engagement through social media platforms
2. AR Technology - Integrating augmented reality technology into online campaigns to create a more interactive and engaging experience for young voters
3. Political Campaigning - Incorporating playful and interactive elements into political campaigns to inspire and motivate young people to participate in democracy