Case Study: Wrestle Mania: WWE Takes on Washington to Inspire Young Voters to Cast Their Ballots

Company: World Wrestling Entertainment Timeframe: November 2007-2008 With names like Edge, CM Punk, Michelle McCool and The Undertaker topping its roster of champions, World Wrestling Entertainment’s Smackdown brand might seem like an unlikely backer of a community relations initiative … right? Wrong. Beginning in 2000, World Wrestling Entertainment (WWE) executives realized they were well-positioned to engage their prime demographic of 18-to-29-year-olds—not just as entertainers, but educators as well. Their “curriculum”: making young voters aware of the issues at stake during presidential elections, and impressing upon them the importance of casting their ballots. Fast-forward to November 2007.

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