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.
Hillary Clinton CHANGE 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
Volun o
teers
800
M
Bud io
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

Classical Merchan- Multi-

Advertsing
Tour Votes Social NW Video plier. @/SMS
dising
z.B. 5 $ Pack on Myspace, flickr, Youtube, Blogs 1,5 Mio Members
TShirts, Pins, 50 States
NBC facebook Vimeo
Golfbälle Strategy

260 Mio. Voters

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
 Spanish Language
Emotional Message
in the Header
Donate
Prominent
Button an
prominenter
Donate Button
Position
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
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
Call to join „Renew America“
Newsletter invitation to
Inauguration
USAservice.org
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

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