MoveOn.org put together a great viral campaign to drive home the need for people to vote (for Obama) lest McCain win due to apathy. You forward this site to a friend, and it presents a series of stories featuring your friend’s name as the person responsible for Obama falling one vote short. The site uses some neat technology to insert your friend’s name into existing video clips. (An agency I worked with recently, Mekanism, did something similar for the Toyota Matrix launch a couple years ago.)
Here are a couple snippets from a short MediaPost article on the piece:
According to a tally at the group’s Web site, the latest MoveOn viral effort had moved an astounding 9.258 million people to pass it on as of 1:15 p.m. on Thursday.
It works so well, says brand guru Laura Reis, president of Ries & Ries Focusing Consultants, because "Obama is such a strong and powerful brand, consumers are proud to advertise for him and receive ads from him. Passing along a pure Obama advertisement is something (especially right before Election Day) consumers are happy to do and happy to receive.
While this is great success for a viral campaign, the second quote gets at the real point which is that viral transmission is a lot easier when there is already some brand passion. For an insurgent brand, generating this can be difficult and will usually come down to creating something outrageous. Of course the Obama video had some of that as well with the woman pictured above going into a profanity-laden (bleeped, but recognizable) scolding directed at you by name.
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Daddy48 // October 10, 2009 at 11:17 pm |
Last, but certainly not least, have a list ready of documents you want to see. ,