Obama or McCain- Why You Should Vote Public Service Video Ad Campaign Results Prepared by: LSF Interactive Date: November 23, 2008 Ref: 2008 Elections Youth Vote

1) Objectives The goal of “Why You Should Vote-Citizen’s Cry” video ( http://www.youtube.com/watch?v=mYnfhFlS6U8 ) was to motivate and inspire the Millennial generation, estimated at being nearly 45 million strong, to cast their vote in what was shaping up to be an historic election We had a timeframe of 28 days to achieve the following: 3,200,000 views of “ Why You Should Vote- Citizen’s Cry” video 3,000 comments Our deadline was November 4, 2008, the day of the United States Presidential election.

The goal of “Why You Should Vote-Citizen’s Cry” video ( http://www.youtube.com/watch?v=mYnfhFlS6U8 )

was to motivate and inspire the Millennial generation, estimated at being nearly 45 million strong, to cast their vote in what was shaping up to be an historic election

We had a timeframe of 28 days to achieve the following:

3,200,000 views of “ Why You Should Vote- Citizen’s Cry” video

3,000 comments

Our deadline was November 4, 2008, the day of the United States Presidential election.

2) Target Audience Our primary target audience was the Millennial generation, young Americans ages 18+ To reach this demographic and hit the metrics, we reached out across a variety of social media platforms

Our primary target audience was the Millennial generation, young Americans ages 18+

To reach this demographic and hit the metrics, we reached out across a variety of social media platforms

3) Method: Use Social Media to Create Virality 3.1) Facebook We used Facebook’s many tools to both spread “ Why You Should Vote- Citizen’s Cry” and spur debate, such as: Forming Groups Creating News Feeds Blog Reposts Status Updates (Cross Posting) Leaving Comments

We used Facebook’s many tools to both spread “ Why You Should Vote- Citizen’s Cry” and spur debate, such as:

Forming Groups

Creating News Feeds

Blog Reposts

Status Updates (Cross Posting)

Leaving Comments

3.1) Facebook Comments

Method: Use Social Media to Create Buzz 3.2) YouTube Reached out to Community Managers announcing our PSA video, and asked them to promote it through their channels Utilized SEO for related videos Tracked the video using YouTube’s Statistics & Data to see who was linking to the video

Reached out to Community Managers announcing our PSA video, and asked them to promote it through their channels

Utilized SEO for related videos

Tracked the video using YouTube’s Statistics & Data to see who was linking to the video

Method: Use Social Media to Create Awareness 3.3) Linkedin Our video creator was highlighted as the Linkedin Answers Featured Question A Community Manager was used to respond to questions directed at the account Users helped spread the video by sending it to their contacts These tactics resulted in 494 replies over a one week span

Our video creator was highlighted as the Linkedin Answers Featured Question

A Community Manager was used to respond to questions directed at the account

Users helped spread the video by sending it to their contacts

These tactics resulted in 494 replies over a one week span

Method: Social Media to Achieve Page Views 3.4) “ Why You Should Vote- Citizen’s Cry” was featured in online publications such as: BzzAgent CNET Examiner (linked) Lisa Nova Ustream Yelp KCBS Huffington Post Café Press DailyKos 7x7

BzzAgent

CNET

Examiner (linked)

Lisa Nova

Ustream

Yelp

KCBS

Huffington Post

Café Press

DailyKos

7x7

4) Results Through our methods of distribution, we were able to exceed our goals. “Why You Should Vote- Citizen’s Cry” finished with: More than 5,000,000 views. Surpassed the campaign goals by 36% 3741 ratings 3600 comments One of the YouTube’s most viewed News & Politics videos of all time award

Through our methods of distribution, we were able to exceed our goals. “Why You Should Vote- Citizen’s Cry” finished with:

More than 5,000,000 views. Surpassed the campaign goals by 36%

3741 ratings

3600 comments

One of the YouTube’s most viewed News & Politics videos of all time award

Thank you! Prepared by: LSF Interactive Date: November 23, 2008 Ref: 2008 Elections Youth Vote