Comments on: Who Benefits from the Obama Crush Video?

By: Viral Marketing

Viral Marketing — Fri, 06 Jun 2008 21:29:14 +0000

I got a crush on Obama works just as all other similar type of ads work — they show a girl half naked on film and comfortable with it.

By: Michael Durwin

Michael Durwin — Thu, 21 Jun 2007 16:35:35 +0000

I think that this is a very successful consumer generated marketing piece. It’s interesting to see that when a consumer is interested, engaged or enthralled with a product, they’ll generate their own marketing for the brand with no compensation, or possibly, intent. The Coke and Mentos videos were a good early example of this. You’ll notice that the creators didn’t hid the label or use other colas for other clips.
What I hope brands get out of this is that if you engage and communicate with your customers, and support their creativity, you can get alot out of it.
Obama may not get additional votes directly from the Obama Girl video, but it has certainly increased awareness of him, got him on the front page of CNN.com and other news outlets. For $2000 that the video is said to have cost, you can’t buy a fraction of that publicity. It also helps show the lighter side of the candidate which may make him stand out more.
This is not the fist example of consumer generated marketing for Obama or other candidates. There are a plethora of videos on YouTube and other outlets of supporters of Obama. Not as titillating for sure, but helpful none the less. And who can forget that great Apple-inspired Hillary video? Not exactly positive marketing!

By: CK

CK — Tue, 19 Jun 2007 17:08:59 +0000

With the messaging militia that politico’s employ, I’m sure they could figure out a way to acknowledge the piece without thanking them.
If you’re gonna listen to the people, acknowledge them (that is, Obama’s whole “bringing Wash to the people” platform…so make good on it in ways big and small).

By: B.L. Ochman

B.L. Ochman — Tue, 19 Jun 2007 02:20:36 +0000

Cam – it’s going to be interesting to see if the digital native generation really wants change and if they can use their bandwidth to bring it about, starting with the election. I’m rooting for them to pull it off!

By: Cam Beck

Cam Beck — Mon, 18 Jun 2007 22:39:54 +0000

I don’t know… The public can be pretty vicious.

By: B.L. Ochman

B.L. Ochman — Mon, 18 Jun 2007 21:16:26 +0000

Cam – that’s a point i was trying to make – as i am sure attacks will come. and every candidate, and for that matter, every business, needs to think about how to respond when it happens.
i fear that the consultants who’ve long specialized in political attack ads will figure out a more horrible and heinous way to use the internet than any of us have imagined.
but i don’t think the YouTube public will go for that type of attack. A lot of people want a different kind of election this time.

By: Cam Beck

Cam Beck — Mon, 18 Jun 2007 21:08:48 +0000

I can’t decide. The name recognition such exposure will engender serves him well, and I think most people are smart enough to realize he didn’t create it.
However, this feeds right into the crowd that views Obama’s celebrity and popularity as an unearned “irrational exuberance.”
Whether he acknowledges it or not, it won’t hurt him.
On the other hand, when the attacks start coming via YouTube and other sites, a different strategy very well may be warranted.

By: B.L. Ochman

B.L. Ochman — Mon, 18 Jun 2007 19:54:12 +0000

I agree completely. But I think the Obama campaign is afraid to say too much because it’s so sassy.
Acknowledging it would be one thing, but thanking her could be problematic because the video is a commercial venture for her and her partner.
Also the idea of candidates as sex objects is, pun intended, touchy.

By: CK

CK — Mon, 18 Jun 2007 17:26:36 +0000

When someone takes the time to remark on your brand, company or cause you should 1) listen and 2) acknowledge it. Show us you’re listening, appreciative and not trying to control what we’re saying and sharing. Sure, it’s a sassy video (and we both know that subway station well, eh?) but the production quality was high, her voice was nice and she supported her candidate.
Plus, Obama is ALL about getting back to the people. So, thank her.