Analysis of Barack Obama Election Campaign by Draftfcbi

Yes, you can! Analysis of the election of a President Alexander Mühr, Draftfcbi Vienna Date: 04.03.2008

How he made it to the White House?

There was much against him from the start… – Newcomer – Inexperienced – Afro-American

…and much to commend him – Natural leader – Charismatic guy – Gifted orator – Skilled networker

First and beforehand: This guy is a winner.

cool – calm – collected

A winning product but also a great marketing strategy

1.

Simplicity.

2.

Consistency.

CHANGE Hillary Clinton John McCain „Experience“ „Conservative” „Countdown to change“ „Maverick“ „Solutions for America“ „Hero“ „Straight talker” „Commander” „Experienced leader” „Patriot“

3.

Relevance.

4.

Integration.

How did this strategic system work? Basically it is a system that combines old and new…

„System Obama“ 8 Mi 800 Volun o M Bud io teers get 360 M$ 124 M$ Small Donors Gala Big Donors Meet&Greet www Multiplier Fundraiser Dinners Traditional Online Campaign Campaign MyBO.com D. Axelrod Mybo.com 1,5% Mio. User, Online Donations, Election +12 Strategen Blustatedigital Party Organizer, Download, Telephone lists Celebrities C. Hughes Level 1-10 Fightthesmears.com Merchan- Classical Multi- Tour Social NW Video @/SMS Votes plier. Advertsing dising Youtube, Myspace, flickr, Blogs 1,5 Mio Members z.B. 5 $ Pack on 50 States TShirts, Pins, Vimeo facebook NBC Strategy Golfbälle 260 Mio. Voters

The election campaign in a nutshell:

Print Ad

Billlboards

Billboards

Media coverage

Celebrities for Obama

Celebrities for Obama Robert De Niro, Leonardo Di Caprio, Scarlett Johansson, Will Smith, Harrison Ford, Tom Cruise, Taye Diggs, Jessica Biel, Ryan Reynolds, Oprah Winfrey, Colin Powell, Sarah Silverman, Steven Spielberg, Jennifer Aniston, Dustin Hofmann, Courtney Cox, Sasha Baron Cohen, Julia Roberts, …

Merchandising

Website

Spanish Language Emotional Message in the Header Donate Button an Prominent prominenter Position Donate Button Social engagement Video content

MyPage Activitylevel Community Tools Telephone- and Door2Door Campaigns with Geodata Facebook Reference

Online Tools Online Tools For Grassroot Campaigning

Telephone Marketing Tool Geo Targeting

Tax Cut Calculator Tax Cut Calculator

Download Area – Folders – Ringtones – Wallpapers – Buttons – Audio – Video – …

eCommerce

And what about John McCain.com? Well done too, but not that focussed and user oriented…

Johnmccain.com

Social Network Sites

Facebook

Facebook Duel Obama vs. Mc Cain 5.761.714 Supporters 584.058 Supporters

MySpace

Twitter Tweets at least daily or twice a day

Blackplanet (Afro-American Community)

Batanga (Hispanic Community)

Asian Ave (Asian Community)

Glee (Gay & Lesbian Community)

The Great Schlep - Jewish Community

Obamatravel.org

Newsletter Marketing

Newsletter Marketing – min. 1 per day! – Donation button in every newsletter – Very emotional copies – Different senders (Michelle, Joe, ordinary staff…) – Triggers (T-Shirts, Seats for election parties..)

Reaction to Nasty Turn Less than 24 hours ago Mc Cain launched the latest and lowest in a series of misleading ads Make a donation of 5$ or more to get our new response on the air

Camp Obama Camp Obama is your chance to step up and become a leader in this movement

Front row to history If you are selected you and your guest will be flown to Chicago and given a front seat to history Your support will have a huge impact As a bonus we will send you a special edition Change the World T-Shirt

November 5th …I wanted to write to you first… All of this happened because of you!

Mobile

Mobile Tools

iTunes App-Store

iPhone Apps

Sonic Lighter (iPhone App)

Obama Mobile

Alert SMS

User Generated Content/Advertising

Obama Girl

Obama Girl Song

Lincoln Memorial “Messages to Obama”

Obama Wan Kenobi

Dirty Campaigning

Anti-Obama Campaigning

Fightthesmears.com: Anti-Anti-Obama Campaigning

But Barack Obama did negative campaigning too…

Anti-McCain Campaigning

And after Nov 5th … ? Ongoing campaigning!

After election is before election Call to join „Renew America“ Newsletter invitation to Inauguration

USAservice.org

Thewhitehouse.gov Hompage with revolving News-Header

Thewhitehouse.gov „Briefing Room“ (Blog)

Thewhitehouse.gov Agenda

Thewhitehouse.gov Rich Media Content (President Slideshow, First Pets,…)

Thewhitehouse.gov

„What has that got to do with me ?“, some may ask „Political campaigning is different!“ „Politicians can not be compared to a consumer brand!“ „Our budget is not anywhere near such a budget!“

Right. But: Advertising is communication and its (current) rules apply everywhere!

Conclusion 1. We are the Web Online has become the steering platform

Conclusion 2. Be new, be old Combine the best from real and virtual worlds.

Conclusion 3. Catch, don´t copy Copy / Paste will possibly not work. Try to be the first.

Yes we can do great campaigns too!

Contact Alexander Mühr Client Service Director DRAFTFCBi ¯¯¯¯¯¯¯¯¯¯¯ Directmarketing & Interactive Ges.m.b.H. Schottenfeldgasse 20 1070 Wien, Austria T +43 (1) 37 911 M +43 (699) 13791112 F +43 (1) 37 911-75 alexander.muehr@draftfcb.com www.draftfcb.at Latest DRAFTFCBi releases: www.zipfer.at/shop www.beaute.at www.schwayer-partner.com www.hp.com/at/hapetoni www.airoptixtesten.at

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Analysis of Barack Obama Election Campaign by Draftfcbi

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