There are dozens of tactics that have been trialed over the years in order to inspire the youth vote, but none may be as effective or as simple as this initiative from Ben & Jerry's.
As Tokyo, Japan prepares to elect a new governor, the ice cream brand is hoping to encourage young citizens to use their voice to vote by tempting them to announce on social media that they plan to vote.
To redeem their free ice cream, young voters are being asked to use Twitter or Facebook to reveal their desired ice cream flavor and a phrase that states they will vote during the upcoming gubernatorial election. Following this, a young user is able to show their social media post to staff at select Ben & Jerry's branches in order to receive their complimentary treat.
Key Themes Behind This Trend
- Youth Voter Engagement
- Companies can incentivize young voters to participate in elections by offering rewards or discounts.
- Social Media Activation
- Brands can leverage social media platforms to engage with young consumers and encourage them to take specific actions.
- In-store Redemption Programs
- Implementing in-store verification processes can help businesses track and reward customers who fulfill certain criteria.
Where This Applies
- Food and Beverage
- Food and beverage companies can tap into the political realm to engage with consumers and promote civic participation.
- Social Media Marketing
- Brands specializing in social media marketing can create campaigns that leverage user-generated content to drive engagement and brand loyalty.
- Retail
- Retailers can create redemption programs to incentivize customers and drive foot traffic to their physical stores.
