Where do brands fit into the political equation?
That's a question that doesn't have to get "political" per se. As we've seen in recent weeks, marketers have been pushing get-out-the-vote messages that are (at least to most reasonable people) nonpartisan.
But I'm always fascinated by the brands that find a more direct and nuanced way of putting themselves into the conversation around elections.
Sometimes it's a big swing, like when Boost Mobile offered to turn all its locations—primarily found in low-income communities and inner cities—into polling places, helping offset the suppressive trend of reduced polling sites. (That move won the brand and agency 180LA a Grand Prix at Cannes.)
But often it's a lot more subtle. In that vein, I really loved Krispy Kreme's offer to provide "I Voted" stickers to customers.
Sure, it's based on the honor system, but it's not like we're talking about voter fraud here. The reality is, in 2020 a lot of people are voting by mail, and those voting in person are finding stickers are often not offered or are out of stock.
Btw if you think an "I Voted" sticker is just for selfies, think again.
True story: My wife got a parking ticket when she voted early in person, a process that took unfathomably long. When she found the parking enforcement officer writing her a ticket, my wife pointed out she'd been voting. "Let me see your sticker," the officer said, but since the election office wasn't offering any, looks like we'll be paying a ticket.
What clever ways have you seen brands engaging with the election season without necessarily supporting one side or just blandly telling everyone to vote? Drop me a note at the email below or at @Griner on Twitter.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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