Presidential campaigns seldom break new ground in direct marketing strategies, but this year, a celebrity supporter of one of the candidates has done just that. The “Yes We Can” video, which emerged organically without the involvement of Barack Obama’s campaign, illustrates the role viral videos can play in direct marketing efforts.
The video quickly became the fastest moving viral video on the Internet, viewed 4 million times in the first four days on YouTube and another 15 million times on www.yeswecansong.com. In coordination with the video, a Web site, www.hopeactchange.com, was launched to build on the momentum.
This is a great collection of direct marketing elements. Most of the content was created by individuals. Tools like blogs, videos, podcasts and interactive Web sites have mobilized young support for Senator Obama.
Seen some great DM? Send your Direct Choice to [email protected].