During the 2018 General Elections in Pakistan, a notable marketing trend emerged where brands and restaurants offered discounts and freebies to encourage citizens to vote. This strategy leveraged the heightened social media engagement surrounding the election period, positioning brands as socially responsible while simultaneously driving sales and consumer conversations. The promotions were not part of a government-sponsored initiative but rather a commercial response to a major national event.
Brand-Led Voter Incentives
According to reports from July 2018, various businesses across Pakistan utilized the election atmosphere to connect with their consumer base. The core objective of these campaigns was to "lure" citizens to polling stations by offering financial incentives.
Participating Brands and Offers
While the specific redemption methods (such as mail-in programs or digital coupons) are not detailed in the source material, several brands were explicitly named as participating in this trend: * Kebabistan * Dialogue * Burger Lab * Burger in Law * The Delhi
These entities reportedly "jumped in to the election bandwagon," utilizing the event to promote their businesses. The nature of the offers ranged from discounts to "freebies," though the specific types of products or services involved (e.g., beauty, food, or household goods) were not specified.
The Role of Social Media
The effectiveness of these marketing campaigns was attributed to the "social media age." Brands actively engaged on platforms to urge people to vote. This digital approach allowed for real-time interaction and viral spread of the promotional content. The campaigns were designed to make brands appear socially responsible by associating their names with a civic duty—voting—while meeting their commercial objectives.
Broader Civic Engagement Context
While commercial brands offered incentives, the election environment was also shaped by significant civic and political engagement.
Celebrity and Political Advocacy
Leading up to the election, prominent figures utilized social media to appeal to the electorate. Pakistan cricket team captain Sarfraz Ahmed released a video message urging citizens to "think before voting." Former captains Shahid Khan Afridi and Muhammad Hafeez also shared views, emphasizing that voting is a "national duty" essential for shaping the country's future. Additionally, a peppy song titled "Niklo Pakistan Ki Khatir" was released to urge people to come out and vote.
Election Observation and Integrity
The Free and Fair Election Network (FAFEN), a non-profit NGO, played a critical role in monitoring the 2018 elections. FAFEN deployed observers to polling stations, a process facilitated by a 2017 legal provision that protected observer rights—a first for Pakistan's elections.
Key findings from FAFEN’s observation included: * Access for Women: FAFEN observers identified 80 neighborhoods across Khyber Pakhtunkhwa, Balochistan, Punjab, and Sindh where women were being barred from participating in the election process. Prompt reporting to the Election Commission of Pakistan (ECP) resulted in immediate actions to ensure women were allowed to vote. Unlike previous elections, there were no reports of 0% turnout at any female polling stations in 2018. * General Assessment: FAFEN expressed satisfaction with the election process, noting that the 2018 elections were better managed than the 2013 elections, despite the identification of various irregularities.
Regional Observations
In specific regions, such as Paktika province in Afghanistan (which shares cultural and historical ties with bordering regions of Pakistan), the 2018 election environment was described as distinct from previous years. While the source focuses on Afghanistan, it highlights a regional trend toward improved electoral measures and reduced rigging, which contributed to increased voter participation, including among women.
Conclusion
The 2018 election period in Pakistan demonstrated a convergence of commercial marketing and civic advocacy. Brands utilized social media to offer discounts and freebies, incentivizing voter turnout as a means of engaging with consumers. Simultaneously, organizations like FAFEN worked to ensure the integrity of the voting process, focusing on accessibility and fairness. For consumers, this period represented an opportunity to access brand promotions linked directly to national participation.