2. SITUATION
Jerry Brown faced an
opponent whose unlimited
resources extended to her
new media efforts.
It seemed she was willing
to pour as much money as
possible into her online
programs—no website
went without a banner ad,
no Google search item
without a sponsored result.
8. The “SoluOons” tab
showed users Jerry’s
plans for California
without leaving
Facebook.
Specific demographics and interest
groups formed individual pages,
featured on Jerry’s main page—
everyone from Moms to Students to
Republicans for Jerry Brown.
10. Photo galleries of campaign stops
and other behind‐the‐scenes
imagery lived on the “Photos” tab.
Users were encouraged to post
their own pictures to Jerry’s wall
that answered the quesOon,
“How do YOU say Jerry?”
15. The design contest was a collaboraOve and a[enOon‐
garnering use of social media and Flickr.
ArOsts were encouraged to submit designs for a new
campaign logo by uploading and tagging their submissions
on Flickr. Users then voted on their favorite.
The winning graphic was sold as a t‐shirt in Jerry’s online
store and used in various pieces of campaign collateral.
16. Jerry’s YouTube account housed a collecOon of viral videos,
including first‐releases of every TV commercial.
We cross‐promoted videos on all other social media
channels and in press releases.
Due to easy sharing and enabled commenOng, our
“Meg Whitman: Why I came to California” commercial
earned close to 500,000 views—unprecedented for an
online campaign ad.
22. Those interested in acOvely helping with the campaign
efforts were encouraged to create a profile on
my.jerrybrown.org, our online volunteer network.
My.jerrybrown.org users could connect with one another,
create groups for local supporters in their area, plan events,
and set up their own personal fundraising pages.
24. Social media accounts centralized
on Jerry’s campaign homepage,
jerrybrown.org.
Visitors could easily access his
various profiles and connect
directly from one simple online
hub (we even linked Jerry’s
MySpace and LinkedIn profiles).
Users could also connect with
their Facebook and Twi[er
accounts to “like” and tweet
content directly from
jerrybrown.org.