James Mathison and MTV explain how they rallied a generation of disenfranchised millennials to challenge Tony Abbott for his seat at Warringah using Facebook.
James Mathison and the MTV crew managed to rally a generation of disenfranchised millennials to challenge Tony Abbott for his seat on the Warringah electorate using Facebook.
Earlier this year, when news first broke Mathison would be running against the former prime minister for a seat he held for 21 years, the internet thought the former idol host was having a laugh.
While Mathison ultimately lost the seat to Abbott, he won 12% of the votes on the day and generated millions of video views across MTV's platforms.
MTV producer Sam Yeldham said being reactionary and nimble was fundamental to Mathison’s campaign.
"If you can't pick up your camera and go shoot what's being talked about online, you're doing it wrong," he said.
Speaking at the Millennials Marketing Conference today in Sydney, Yeldman explained that…[read the full article at www.adnews.com.au]