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MarketingVOX: Nonprofit firm Families USA has launched a Blogads campaign responding to Bush's veto of a US$ 20 billion increase for the State Children's Health Insurance Program yesterday.
The ads are unusual, presenting blog readers with a faux video player that brings users to the Families USA site at which they can watch a :30 spot, sign a petition, and contact their Congressional representatives, according to ClickZ.
The ads are crafty, considering that blog readers tend to be "content addicts." Instead of a donation or petition page, users are instead given a story to bite into.
Faux video is also strategically aligned with a recent study that found users were more likely to click on a video player than an image.
Families USA worked with MSHC Partners to implement the campaign. In its first week, 8 million impressions will run on 14 political blogs, including Crooks and Liars, Political Wire and Democratic Underground.
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