The Great Schlep 2008 presidential campaign video
•
1 like•576 views
The Great Schlep campaign aimed to help Obama win Florida's crucial swing votes in the 2008 election. To counter misconceptions among elderly Jewish voters, the campaign enlisted comedian Sarah Silverman to make a viral video encouraging young people to visit their grandparents in Florida and discuss voting for Obama. The video was viewed over 7 million times in two weeks and analysts credited it with helping boost Obama's support among elderly Jewish voters, who voted for him at the highest rate in 30 years. Obama ultimately won Florida's electoral votes by 170,000 votes. The integrated campaign was successful in using an online video and website to spread its message and influence key audiences through viral sharing and media coverage.
Recommended
Recommended
More Related Content
Similar to The Great Schlep 2008 presidential campaign video
Similar to The Great Schlep 2008 presidential campaign video (20)
More from Gina Asaro-Collura
More from Gina Asaro-Collura (20)
Recently uploaded
Recently uploaded (20)
The Great Schlep 2008 presidential campaign video
- 1. Awesome Integrated Campaign #3 AD 216: Class 11, 11/4/14 Gina Collura, Creative Director
- 2. Background + Challenges In 2008: - Historic presidential race - Florida (swing state) was a key state to help determine winner - Who lives in Florida? - Why did they have misconceptions about Obama? What can be done to help Obama win?
- 3. To correct those misconceptions, Droga5 and the Jewish Council for Education and Research enlisted Sarah Silverman to launch The Great Schlep. Background + Challenges Agency: Droga5
- 5. The Big Idea The Great Schlep, 2008
- 6. The Big Idea The Great Schlep, 2008
- 7. The video that launched the campaign http://droga5.com/work/great-schlep/
- 8. The Case Study https://www.youtube.com/watch?v=-c3ImbC2BBk
- 9. Web
- 10. Web
- 11. Results: Did it work? • Obama won Florida by 170,000 votes (51% vs. 49%) • He received the highest elderly Jewish vote in 30 years • Video was viewed more than 7 million times in 2 weeks • Won 2009 Titanium Cannes Lion
- 12. Re-Cap Integrated Campaigns rely on a Big Idea - A Big Idea can start with an online video and a Web site and can extend into other media channels (like getting written about in the NY Times, HuffPo, etc) - Know your audience! Understand their behaviors and what/who can influence them. - Another award-winner.
- 13. Next Week: 11/11 Class 12 Using your product from Quirky.com and part of your Integrated Campaign: Create 3 print ads: Based on your Big Idea, bring it to life in print - Roughs, sketches, or comps
Editor's Notes
- Approximately 650,000 jewish elders live in Florida An email smear campaign had been launched to create doubt about Obama.
- A micro-targeted grassroots movement, The Great Schlep asked grandchildren of elderly Jews to convince their grandparents to reconsider their position on Obama. Video, Web site, Emails, helped make this campaign spread. And make it effective/work!
- “The people that vote IN FLORIDA are the elderly Jews, and they’re not voting Obama because his name is scary,” Ms. Silverman said in a telephone interview. “But who has more power with them than their grandchildren?” Video, Web site, Emails, helped make this campaign spread. And make it effective/work!
- 2009 Cannes Lion, Titanium winner
- Simple interface + web site