This is an insight into Barack Obama's presidential campaign from a marketing point of view. The video shows what was required to take a 'little known senator' into the presidency of the United States of America. To achieve the ultimate goal there was a strong need for a unified message that would get people to see the Obama brand not just as a man, but as a symbol for change, unity, and better days to come.
The campaign was able to get people to participate like never before, and the social network strategy eventually connected 13 million Americans with the campaign and with each other. A unified and integrated message was distributed through blogs, art/ videos, and user generated media. There was an unprecedented use of text messages, e-mails, Tweets, MySpace messages, Facebook posts, and YouTube videos as a means for followers to spread the message. The campaign was able to engage with visual artists, documentarians and musicians to bring the message to millions in new ways ultimately demonstrating the power of a strong and integrated message.

Source: Cannes Lions

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