Campaign Camper Encourages Voters to Speak up
CNN and Facebook’s Campaign Camper, an Airstream trailer in which participants captured and shared their feelings through video on a 26-city tour, offered both style and high-tech functionality. A gullwing door on the exterior drove attention from afar. Inside, a lifestyle lounge equipped with a custom u-shaped couch accommodated CNN news anchors who broadcasted live and conducted interviews. When they weren’t using the space, consumers could kick back, relax and watch CNNgo on the 70-inch screen mounted in the center console.
A custom video confessional built into the right side of the trailer, where voters captured and shared video content, served as the trailer’s focal point with a presidential red curtain and custom-built podium outfitted with a 20-inch touch device to control the user experience along with a gooseneck microphone. Visitors walked up to the podium and selected either Ask a Candidate a Question or Tell Us How You Feel. Based on their selection, a custom-developed teleprompter mounted below the camera engaged voters with simple prompts to guide the process. Video was captured and immediately uploaded and emailed to the user for sharing on Facebook or Instagram from a custom-branded gallery right on their device. Throughout the tour, content was aggregated in a custom Facebook Tab gallery on CNN’s Facebook page for all to see and hear. CNN also showcased select questions and integrated them into the live primary debates.
The #CampaignCamper, as it was tagged on social media, reached more than 20 million people, and both the Democratic and Republican CNN debates aired an entire segment on it. A replica of the video confessional is now part of the #LikeShareElect exhibit at the Newseum in Washington, D.C.