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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.
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
cool – calm – collected
A winning product but also a great marketing strategy
1.
Simplicity.
Analysis of Barack Obama Election Campaign by Alexander Muehr
2.
Consistency.
CHANGE
Hillary Clinton                    John McCain
„Experience“                       „Conservative”
„Countdown to change“              „Maverick“
„Solutions for America“            „Hero“
                                   „Straight talker”
                                   „Commander”
                                   „Experienced leader”
                                   „Patriot“
3.
Relevance.
Analysis of Barack Obama Election Campaign by Alexander Muehr
4.
Integration.
How did this strategic system work?




Basically it is a system that combines old and new…
„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
The election campaign in a nutshell:
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
Print Ad
Print Ad
Print Ad
Billlboards
Billboards
Billboards
Billboards
Media coverage
Celebrities for Obama
Analysis of Barack Obama Election Campaign by Alexander Muehr
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 Button an
                                            Prominent
                                        prominenter Position
                                           Donate Button
                    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”
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
Obama Wan Kenobi
Dirty Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Anti-Obama Campaigning
Analysis of Barack Obama Election Campaign by Alexander Muehr
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

Latest DRAFTFCBi releases:
www.zipfer.at/shop
www.beaute.at
www.schwayer-partner.com
www.hp.com/at/hapetoni
www.airoptixtesten.at
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
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr
Analysis of Barack Obama Election Campaign by Alexander Muehr

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