Online campaign launches to encourage young Scots to vote

Belle%20%26%20SebastianScottish voters are to be given the opportunity to create a Scotland ‘super pop group’ as part of an online marketing campaign to raise awareness of forthcoming elections north of the border.

The online marketing campaign, which also offers people a chance to create their ideal football five-a-side team, is aimed at helping lure young people to the voting booths.

The digital games have been developed as part of VoteScotland, the politically neutral campaign undertaken by the Scottish Executive and the Electoral Commission.

Those behind the campaign believes online marketing could be crucial in highlighting the local government and Scottish Parliamentary elections on May 3. Roger Williams, head of marketing at the Scottish Executive, says: "Online marketing is an integral part of the Scottish Executive public information campaigns and is vital in reaching 18-34 year olds."

The first digital game asks players to cast two votes from the country’s leading acts, like Belle and Sebastian and KT Tunstall, in order to create a ‘super pop group’.

The games are available at VoteScotland’s website, along with a raft of other digital initiatives. These include the option of receiving a text reminder to vote on May 3 and an interactive tour of an online polling station.

Williams adds: "The digital work supporting the VoteScotland campaign is significant in marketing terms because it’s the first time an election campaign has used a dot mobi site, and a text opt-in measure which will allow people to receive reminders to vote on elections day.

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