MTV’s ‘Power of 12′ Campaign Creates Fantasy Political Election Game

MTV just unleashed Power of 12, a campaign designed to get 18- to 29-year-olds fired up about the 2012 U.S. elections.

Unlike previous campaigns ? dubbed “Choose or Lose” since 1992 ? the renamed initiative features a fantasy football-like gaming element in addition to MTV‘s traditional campaign documentaries, website and political news coverage.

“Fantasy Election ’12” players will draft candidates competing for the presidency, U.S. Senate and House of Representatives, and then score points depending on how well or badly the politicians conduct themselves.

“In the way that fantasy football awards points when your players score touchdowns and deducts points when they throw interceptions, ‘Fantasy Election ’12′ will reward candidates for exhibiting the behaviors voters deserve, and penalize politicians for behaviors that hurt our democracy,” MTV said in an announcement.

Players also will earn points for discussing issues, registering to vote and checking in to debates and town halls. The game launches next fall, closer to the time the general election starts.

Before then, however, MTV will try to appeal to the “Millennials” with other Power of 12 elements. Its first-person documentary, Our Voice, premieres Dec. 20 on TV and will be available online at the campaign’s homebase, PowerOf12.org. The documentary follows 25-year-old Andrew Jenks, who along with peers are traveling across the U.S. to asks questions to candidates.

Another Power of 12 documentary, When I was 22, will tell the story of presidential candidates when they were 22. It premieres in early 2012.

Aside from housing the documentaries after they premiere, PowerOf12.org will offer election news, information about candidates and issues, a voter-registration tool and polling information.

“Through their sheer size, Millennials [45 million 18-29 year olds will be eligible to vote] have the power to be a deciding factor in the 2012 elections and help set the country’s direction,” says MTV President Stephen Friedman. “Our goal for the Power of 12 is to encourage candidates to tap into the power of the largest generation in history and respond to their concerns.”

Do you think MTV is smart to excite potential voters with social gaming? Sound off in the comments.

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