According to Gary Davis, vice president of global public affairs for World Wrestling Entertainment (WWE), the 2008 “Smackdown Your Vote!” campaign taught the team two important lessons about executing communications campaigns. • The programs in which organizations give of themselves are the ones that work best. “Smackdown Your Vote! has worked because from the top of our organization on down there is a tangible commitment,” Davis says. “The media resources WWE brings to bear on this program are important, but what really makes it work is the ability to give people within the organization time to become personally involved. The commitment shown by our WWE Superstars and Divas has also been important to the program’s success. Ultimately, it was that people commitment that convinced our partners of our sincerity.” • Don’t be afraid to fail. “We have tried all types of activities to engage young voters. We have registered them at book and autograph signings, and at our live events,” Davis says. “We have held retail promotions. Our stars have attended rallies at high schools and colleges. Some activities have worked better than others. However, out of some of these less than successful activities, we have been able to conceive other successful initiatives. If you don’t try, you have no chance to succeed.”

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