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Barack Obama: The Internet President Redefining Political Branding

Barack Obama has emerged as a creative force in advertising, leveraging consumer-generated marketing and strategic branding. Other candidates are investing heavily in ads, yet Obama thrives on grassroots creativity. His campaign video, "Yes We Can," went viral with over 10.5 million views, showcasing a mix of inspiration and relatability. With his ability to connect deeply with generation Y through platforms like YouTube and Myspace, he has successfully transformed online presence into political influence, positioning himself as the first "Internet President."

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Barack Obama: The Internet President Redefining Political Branding

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  1. Creatives Have a Crush on Obama Brittany White Colten Murray

  2. Branding Obama • “Emerged as the darling of the advertising world's creative set.” • Other candidates are paying top dollar for advertising • Mr. Obama has benefited from free, consumer-created marketing. • Obama has official agencies • Benefitting from the work of freelancers

  3. Music Videos • Yes We Can • ~10.5 Million views since Feb. 1st • Created by Black Eyed Peas’ will.i.am • Featured many celebrities • Hope Changes Everything • Created by Eric Hirshberg, Chief Creative Office Deutsch Advertising Agency • Ready To Believe

  4. Why is Obama Easy to Get Behind? • Mix of inspiration and an easy-to-define brand • “I’m asking you to believe. Not just in my ability to bring about real change in Washington…I’m asking you to believe in yours.” – Barack Obama • "His politics fall perfectly in line with what I do as an artist" – Shepard Fairey • "This is a guy who speaks in poetry -- he's a wide-open canvas and really right for making incredibly moving and incredibly inspiring work” – John Dukakis

  5. Internet President • “Behaves like a well-defined brand." • Change We Can Believe In • Ahead of competition in “Face Time” • Metric measuring total online time "with the public” • Mr. Obama grabbed 60% of his party's FaceTime • YouTube a 36 to 1 margin over John McCain. • Barack Obama Myspace

  6. Internet President Cont. • Obama is turning his buzz into votes • Gen Y is getting info from web • Gen Y is becoming more accessible to advertisements • (Facebook, Myspace, YouTube) • Has been successful in the web and non-web world • "They once called John Kennedy the first television president, and I think it's fair to predict that Obama could turn out to be the first internet president." - John Dukakis

  7. Sources • http://adage.com/article?article_id=125316 • http://www.youtube.com • http://www.barackobama.com/index.php

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