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Reaching Voters Online- Cyrus Krohn at GeekNet11
 

Reaching Voters Online- Cyrus Krohn at GeekNet11

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    Reaching Voters Online- Cyrus Krohn at GeekNet11 Reaching Voters Online- Cyrus Krohn at GeekNet11 Presentation Transcript

    • Reaching Voters Online
      Cyrus Krohn, Director & Executive Producer, MSN.com
    • E-Voter Institute Case Study: Pataki vs. Vallone, 1998
    • Web, White & Blue 2000 Case Study
      Source: Markle Foundation, March 2001
    • 2002: Blogs, meet-ups and money bombs
    • CASE STUDY: Obama ‘08 Campaign
      Massive ran the FIRST in-game political campaign for the Obama 2008 Presidential Campaign
      OBJECTIVE: To drive early voting, and improve perceptions of Obama in key battleground states among the under 30 audience.
      EXECUTION: Geo-targeted to eleven games across battleground states, with timely creative rotations in sync with the voting schedule.
      RESULTS:
      • The campaign resulted in improved perceptions and intent to vote for Obama among surveyed gamers exposed to the advertising*.
      • Generated significant viral buzz/PR in mainstream media - over 1,000 articles/TV stories within the first two weeks of the campaign flight, and appearing on mainstream media including the USA Today, BBC, New York Times, MSNBC, CNN and Saturday Night Live
      • The Obama Campaign took home the Titanium Award at the 2009 Cannes Lions International Advertising Festival.
      SCREENSHOTS
      Titanium Award Winner!
      *Source: Interpret Research
    • Obama vs. McCain Online Advertising
      9x Difference:
      186 million
      Ads
      To
      24 million
      Ads
    • In a new Pew study out today (6/16/2011): Facebook users who use the site multiple times per day are an additional two and half times more likely to attend a political rally or meeting, 57% more likely to persuade someone on their vote, and an additional 43% more likely to have said they would vote.
    • Social Gaming: Points, Badges & Rewards
    • Digital Democracy Disrupters
    • From desktop to devices: GOTV will change forever
    • Election ‘10: HP coverage
      Nov. 2: 2:13 pm pst
      MSN homepage coverage as voters hit the polls on Nov. 2, 2010.
    • Election ‘10: HP Coverage
      Nov. 3: 12:34 am PST Wednesday morning
      MSN Homepage slides 1-3 & election module
    • Election ‘10: HP Coverage
      Nov. 3: Wednesday morning
      Moving toward analysis and reaction to results all morning … some highlights
    • Election ‘10: Social Networks
      Continuous updates of MSN Facebook page and MSN Twitter page
    • Reaching Voters in Maricopa County on MSN Local
    • Q&A
      Cyrusk@microsoft.com
      @cyrusk