analysis of barack obama election campaign by alexander muehr
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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.
John McCain„Conservative”„Maverick“„Hero“„Straight talker”„Commander”„Experienced leader”„Patriot“
Hillary Clinton„Experience“„Countdown to change“„Solutions for America“
CHANGE
3.
Relevance.
4.
Integration.
How did this strategic system work?
Basically it is a system that combines old and new…
„System Obama“
TraditionalCampaign
Celebrities
Small Donors
Big Donors
Fundraiser
124 M$
360 M$
260 Mio. Voters
Votes
www Multiplier
GalaMeet&Greet
Dinners
D. Axelrod+12 Strategen
OnlineCampaign
Mybo.comBlustatedigitalC. HughesFightthesmears.com
Social NWMyspace, flickr,facebook
VideoYoutube, Vimeo
Multi-plier.
Blogs
@/SMS1,5 Mio Members
MyBO.com1,5% Mio. User, Online Donations, ElectionParty Organizer, Download, Telephone listsLevel 1-10
Tour
50 StatesStrategy
Merchan-dising
TShirts, Pins, Golfbälle
ClassicalAdvertsing
z.B. 5 $ Pack on NBC
8 MioVolunteers
800 MioBudget
The election campaign in a nutshell:
Print Ad
Print Ad
Print Ad
Billlboards
Billboards
Billboards
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
Merchandising
Website
Donate Button an prominenter Position
ProminentDonate Button
Video content
Spanish Language
Social engagement
Emotional Messagein the Header
MyPage
Telephone- and Door2Door Campaigns withGeodata
Activitylevel
Community Tools
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 Duel Obama vs. Mc Cain
584.058 Supporters5.761.714 Supporters
MySpace
Tweets at least daily ortwice 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 everynewsletter
– 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 youand your guest will beflown to Chicago and given a front seat to
historyYour support will have
a huge impact
As a bonus we will send you a specialedition Change the
World T-Shirt
November 5th
All of this happened because of you!
…I wanted to write to you first…
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
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Fightthesmears.com: Anti-Anti-Obama Campaigning
But Barack Obama did negative campaigning too…
Anti-McCain Campaigning
Anti-McCain Campaigning
Anti-McCain Campaigning
Anti-McCain Campaigning
Anti-McCain Campaigning
Anti-McCain Campaigning
And after Nov 5th … ?
Ongoing campaigning!
After election is before election
Newsletter invitation to Inauguration
Call to join „Renew America“
USAservice.org
USAservice.org
Thewhitehouse.gov
Hompage with revolvingNews-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 isdifferent!“
„Politicians cannot 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 thesteering platform
Conclusion
2. Be new, be old
Combine the bestfrom 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 MührClient Service Director
DRAFTFCBi¯ ¯ ¯ ¯ ¯ ¯ ¯ ¯ ¯ ¯ ¯Directmarketing & Interactive Ges.m.b.H.Schottenfeldgasse 201070 Wien, AustriaT +43 (1) 37 911M +43 (699) 13791112F +43 (1) 37 911-75alexander.muehr@draftfcb.comwww.draftfcb.at
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