How Obama became the superbrand of 2008

Barack Obama is more than just the next president of the United States, he's become a cult hero - a super brand of proportions rivalling that of David Beckham and Coca Cola. But how from relatively unknown just a year and half ago to popculture deity today was the brand built.

Right from the beginning he recruited the co-founder of Facebook Chris Hughes to help create the first ever socially-networked presidential campaign and encouraged 3.1 million people to donate as little as $5 to have a vested interest in a positive outcome.
Overall he managed to raise nearly US$650 million in funding [of which $240 million was spend on advertising] as opposed to John McCain's budget of just $358 million.
The marketing attack was so comprehensive, on so many media channels and so socially connected with American youth culture - that it was almost impossible for him to lose.

The Obama campaign even bought a channel on the Dish Network to screen Obama ads 24/7.
Yes we can...take a lot, marketing wise, out of how they did it.

Here's what we had to say about it on Cape Talk 567 this morning. [hit the latest podcast button for this morning's audio]

More:

Barack Obama on Facebook [with nearly 2.5 million supporters]
Barack Obama on YouTube
Barack Obama surfs the web to the White House - AFP
The ’08 Campaign: Sea Change for Politics as We Know It - NYTimes
Obama vs McCain Online - BNet [thanks Rhett]

Comments

[Rhett]

BNET.com have also done a nice analysis and comparison on the digital marketing campaigns of Obama and McCain. Everything from Twitter, Facebook, Site design & layout to iPhone apps. Really shows the value of well executed digital and has some nice tips.

Here's the link.

http://www.bnet.com/2403-13237_23-245648.html?promo=713&tag=nl.e713

[Cherryflava]

Thanks Rhett - will add that to the list.