Analysis of the election campaign from Barack Obama. Videos have been extracted due to file size reduction.

1. Yes, you can!
Analysis of the election of a President
Alexander Mühr, Draftfcbi Vienna
Date: 04.03.2008

2. How he made it to the White House?

3. There was much against him from the start…
– Newcomer
– Inexperienced
– Afro-American

4. …and much to commend him
– Natural leader
– Charismatic guy
– Gifted orator
– Skilled networker

5. First and beforehand:
This guy is a winner.

9. cool – calm – collected

10. A winning product but also a great marketing strategy

11. 1.

12. Simplicity.

14. 2.

15. Consistency.

16. CHANGE
Hillary Clinton John McCain
„Experience“ „Conservative”
„Countdown to change“ „Maverick“
„Solutions for America“ „Hero“
„Straight talker”
„Commander”
„Experienced leader”
„Patriot“

17. 3.

18. Relevance.

20. 4.

21. Integration.

22. How did this strategic system work?
Basically it is a system that combines old and new…

23. „System Obama“ 8 Mi 800
Volun o M
Bud io
teers 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
Merchan-
Classical Multi-
Tour Social NW Video @/SMS
Votes plier.
Advertsing dising
Youtube,
Myspace, flickr, Blogs 1,5 Mio Members
z.B. 5 $ Pack on 50 States
TShirts, Pins, Vimeo
facebook
NBC Strategy
Golfbälle
260 Mio. Voters

24. The election campaign in a nutshell:

30. Print Ad

31. Print Ad

32. Print Ad

33. Billlboards

34. Billboards

35. Billboards

36. Billboards

37. Media coverage

38. Celebrities for Obama

40. 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, …

41. Merchandising

42. Merchandising

43. Website

44. Spanish Language
Emotional Message
in the Header
Donate Button an
Prominent
prominenter Position
Donate Button
Social engagement
Video content

45. MyPage
Activitylevel
Community Tools
Telephone- and
Door2Door
Campaigns with
Geodata
Facebook Reference

46. Online Tools
Online Tools For
Grassroot
Campaigning

47. Telephone Marketing Tool
Geo Targeting

48. Tax Cut Calculator
Tax Cut Calculator

49. Download Area
– Folders
– Ringtones
– Wallpapers
– Buttons
– Audio
– Video
– …

50. eCommerce

51. And what about John McCain.com?
Well done too, but not that focussed and user oriented…

52. Johnmccain.com

53. Social Network Sites

54. Facebook

55. Facebook Duel Obama vs. Mc Cain
5.761.714 Supporters 584.058 Supporters

56. MySpace

57. Twitter
Tweets at least daily or
twice a day

58. Blackplanet (Afro-American Community)

59. Batanga (Hispanic Community)

60. Asian Ave (Asian Community)

61. Glee (Gay & Lesbian Community)

62. The Great Schlep - Jewish Community

63. Obamatravel.org

64. Newsletter Marketing

65. 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..)

66. 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

67. Camp Obama
Camp Obama is your
chance to step up and
become a leader in this
movement

68. 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

69. November 5th
…I wanted to write to
you first…
All of this happened
because of you!

70. Mobile

71. Mobile Tools

72. iTunes App-Store

73. iPhone Apps

74. Sonic Lighter (iPhone App)

75. Obama Mobile

76. Alert SMS

77. User Generated Content/Advertising

78. Obama Girl

79. Obama Girl Song

80. Lincoln Memorial “Messages to Obama”

83. Obama Wan Kenobi

84. Dirty Campaigning

85. Anti-Obama Campaigning

86. Anti-Obama Campaigning

87. Anti-Obama Campaigning

88. Anti-Obama Campaigning

89. Anti-Obama Campaigning

90. Anti-Obama Campaigning

92. Anti-Obama Campaigning

93. Anti-Obama Campaigning

94. Fightthesmears.com: Anti-Anti-Obama Campaigning

95. But Barack Obama did negative campaigning too…

96. Anti-McCain Campaigning

97. Anti-McCain Campaigning

98. Anti-McCain Campaigning

99. Anti-McCain Campaigning

100. Anti-McCain Campaigning

101. Anti-McCain Campaigning

102. And after Nov 5th … ?
Ongoing campaigning!

103. After election is before election
Call to join „Renew America“
Newsletter invitation to
Inauguration

104. USAservice.org

105. USAservice.org

106. Thewhitehouse.gov
Hompage with revolving
News-Header

107. Thewhitehouse.gov
„Briefing Room“ (Blog)

108. Thewhitehouse.gov
Agenda

109. Thewhitehouse.gov
Rich Media Content
(President Slideshow, First
Pets,…)

110. Thewhitehouse.gov

111. „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!“

112. Right.
But: Advertising is communication and its (current)
rules apply everywhere!

113. Conclusion
1. We are the Web
Online has become the steering platform

114. Conclusion
2. Be new, be old
Combine the best from real and virtual worlds.

115. Conclusion
3. Catch, don´t copy
Copy / Paste will possibly not work. Try to be the first.

116. Yes we can do great campaigns too!

117. 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
Latest DRAFTFCBi releases:
www.zipfer.at/shop
www.beaute.at
www.schwayer-partner.com
www.hp.com/at/hapetoni
www.airoptixtesten.at

118. COPYRIGHTS
© Die an den Inhalt der Präsentationsschrift bestehenden Urheber-
und Nutzungsrechte verbleiben bei Draftfcbi, auch wenn für die
Präsentation ein Honorar bezahlt wurde.
© Die Weitergabe der Präsentationsschrift an Dritte sowie eine
Veröffentlichung, Vervielfältigung, Verbreitung, Nachbildung oder
sonstige Verwertung der präsentierten Ideen und Lösungen ist ohne
vorherige Zustimmung von Draftfcbi nicht zulässig.
© Werden die präsentierten Ideen und Lösungen nicht verwendet,
so ist Draftfcbi berechtigt, diese anderweitig zu verwenden