In an effort to increase young voter turnout for the 2018 midterm elections, MTV launched its +1 the Vote initiative, seeking to rebrand voting as a social experience. The campaign featured cross-platform branding and utilized recognizable talent to expand reach and build on MTV’s identity as an influential voice in pop culture. The result? Coverage in 80+ press outlets, influencer amplification on social (and countless shares), and an overall cultural trend in the idea of voting with a friend.

And on November 6, voters showed up in record numbers, making 2018 the highest voter turnout in 4 decades. The largest increase was in 18-29 yr olds, a 79 percent jump from 2014 from 20 to 36 percent.