Analysis of Barack Obama Election Campaign by Alexander Muehr

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

Facebook Duel Obama vs. Mc Cain

584.058 Supporters5.761.714 Supporters

MySpace

Twitter

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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