1. Yes, we can! Eine Analyse der Kampagne von Barack Obama zur US-Präsidentenwahl 2008 Alexander Mühr, Client Service Director, Draftfcbi Vienna Datum: 25.02.2008
52. Donate Button an prominenter Position Donate Button an prominenter Position Donate Button an prominenter Position Video Content Spanische Sprachversion Social Engagement Emotionale Message im Header
53. MyPage Telefon- und Door2Door Kampagnen mit Geodaten Aktivitätslevel Community Tools Facebook Verweis
76. Welcome Vote für Change Share your feedback Invite your friends Basics Organizing Fundraising
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78. Camp Obama Camp Obama is your chance to step up and become a leader in this movement
79. Michelle I am so lucky to be married to the woman who delivered that speech last night
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81. Front row to history If you are selected you and your guest will be flown to Chicago and given a front seat to history Your support will have a huge impact As a bonus we will send you a special edition Change the World T-Shirt
82. 5. November All of this happened because of you! … I wanted to write to you first…
83. Victory T-Shirt Thanks for everything you did! But before we take the next step, we need to get our house in order
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Differently to his competitors Obama focussed all his efforts on a single catchphrase: „ Change“ „ Change we can believe in“, was the solitary claim for his campaign. A simple but message but that powerful that also Hillary Clinton and John McCain had to speak about it in the long run. But: it´s always better to be the first than second.
Anders als seine Mitbewerber hat Obama all seine Energie auf ein Schlagwort fokussiert: „ Change“ „ Change we can believe in“, lautete vom ersten Tag an seine Wahlkampf-Parole. Eine simple Botschaft aber so mächtig, dass auch Hillary Clinton und John McCain a la longue von „Change“ sprechen mussten. Nur: Es ist immer besser Erster zu sein, als Zweiter oder gar Dritter Differently to his competitors Obama focussed all his efforts on a single catchphrase: „ Change“ „ Change we can believe in“, was the solitary claim for his campaign. A simple but message but that powerful that also Hillary Clinton and John McCain had to speak about it in the long run. But: it´s always better to be the first than second.
Whereas Hillary Clinton changed her messages from „Experience“ to „Countdown to change“ and later to „Solutions for America“, Barack stuck to his principles McCain on the other hand never found his theme. This is an extract of his messages: „ Conservative” „ Maverick“ „ Hero“ „ Straight talker” „ Commander” „ Experienced leader” „ Patriot“
Während etwa Hillary Clinton zuerst von „Erfahrung“ auf „Countdown to change“ und dann auf „Solutions for America“ wechselte, blieb Barack seinem Thema treu. McCain wiederum fand nie sein eigenes Thema. Hier ein Auszug aus seinen Themen: „ Conservative” „ Maverick“ „ Hero“ „ Straight talker” „ Commander” „ Experienced leader” „ Patriot“
Wenn sich Amerika nach acht Jahren Bush-Regierung etwas wünschte, dann war es das Thema „Wandel“. Wie kein anderer traf Barack Obama mit „Change“die Bedürfnisse eines Großteils der Amerikaner. So war auch das Timing absolut erfolgsentscheidend für das gesamte Marketing. If there had been something that America really desired after 8 years of presidency of G.W. Bush it was transition and change. Like no one else Barack Obama really toched the nerve and the needs of a majority of the American people. So the timing was absolutely vital to his success
Obama was the first candidate in the history of US President elections to really be aware of the power of truly integrated campaigns. And he used that power to its full extent and varieties. Especially the online measures showed that he really understood one of the two major issues of the digital (interactive) channels: Reach (Awareness): Especially when targeting on younger age cohorts you barely can increase reach only by spending more on classic channels. Media usage of younger people significantly changed during the last years. Their TV consumption for example is more and more occasion and event driven. So it is of a vital need that marketers invest their spendings in interactive channels to gain an overall increase in reach within younger age groups. Interactivity: Furthermore for political campaigns (but that’s true for other marketing campaigns too) it is necessary to mobilize people. Interactive channels best give them the tools to get active and spread messages and believes. It is the easiness and comfort to adopt content, to comment on it and adjust it and broadcast it again. And most of all interactive channels meet the need of communication and reciprocal behaviour of mankind. Especially when they offer a transfomation to the physical world too.