This paper seeks to explain the domestic political functions of Taiwan’s 2004 “defensive referendum” by outlining the referendum’s value as a strategic campaign ploy in Taiwan’s high-level elections. The way the referendum was used draws on tried and successful campaigning methods in Taiwan: mobilizing mass rallies to create the impression of strength; demands by politicians that supporters visibly display loyalty/support; and the instrumental use of almost any means that is deemed beneficial to election success. The article argues that these campaigning techniques embodied in the referendum strategy can be understood as a form of “zaoshi.” Such instrumental use of the referendum as a means of mobilizing supporters—rather than as an aide to policymaking—helps demonstrate that Taiwan, as a society with open political contest, still lacks adequate procedural principles and established conventions for political behavior.