I first saw this video when Jeremy mentioned it. A singer saw a Barack Obama speech and decided to create a song about his message. In 10 days the video has got 3.5 million views, and has been featured on People.com and The New York Times.
The song is a prime example of how the Web’s user-generated content sites are undeniably affecting voter engagement this election cycle. Purchasing four and a half minutes of national TV airtime would have been near impossible, but the Internet can reach that highly sought youth audience gratis.
As Seth recently stated, almost every effective marketer targets one of a few human emotions: fear, hope, or love.
Simplicity and clarity allow a message to resonate and spread far. Arianna Huffington, reflecting on seeing the L.A. Obama rally, wrote:
After the dark, uninspiring -- indeed deeply alienating -- years of the Bush presidency, the feeling that I took away from these conversations resonates even more profoundly today: that it is time we recognize that our search for a great president is also a search for our better selves. Finally, a political litmus test that matters: Which presidential candidate can lead us to do more good than we think we're capable of
In most markets you do not need to be at that level to compete, but it would be hard to lose if you were. The market for something to believe in is infinite.
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