One (perhaps surprising) result of the 2012 elections was the win for interactive storytelling. Surprising because of all the rhetoric around “he said, she said” facts and figures. My point — big data and interaction told a more coherent and persuasive story about the election than mere words and images.

Bob Lefsetz and Adweek plug Nate Silver as the real victor in 2012. A data wonk, and more important, a data visualizer, gave us an ability to poke and prod the story as it unfolds. It was about enabling, more than just telling. We have become comfortable with our new role as participants in story-making. Brands that succeed in this dynamic unleash data with succinct, experimental ability.It'll be interesting to see how swiftly we move from 18-20 minute polling updates via a state secretary website to real time, precinct-specific results available on mobile devices (and therefore, in the polls themselves). Would more people vote if they could hand in their ballot and immediately see a result displayed in the precinct? Being inter-active is more than a strategy or tactic, it is the story now.