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Crushable Barack gets internet video

Posted by: Jessi Hempel on June 14, 2007

With this viral video, I start to understand what is really working about the Obama campaign. He gets internet video. (Mind you, it’s not just Obama, but right now he’s just doing it best.) Yes, there’s a scantily clad woman wearing the word “Obama” on her underwear in this video. It’s sweeping the ‘net.

The Obama campaign doesn’t take credit for the video. Rather, it seems a new comedy group,, came up with it independently. Yesterday I mentioned the difference between running polished tv-like video over the internet and running internet video - unpolished, amateur-like. In both instances, you control your message. But the most interesting internet video is coming from the audience.

Milennials are frequently content creators - that's how they deal with the Web. According to Forrester Research, one in three online teens publish a Web page, write blogs or upload video. The video that influences the most people is often this video.

And don't think the mashup has to be a hit - to take off like this one has and will. Think long tail. Think of all the mini mashups that friends make and pass around - if a video only touches three audience members, say, both those viewers are close friends and family members, it will likely have massive influence. Smart candidates should encourage this.

Of course the threat is that Obama doesn't get to control the message. He probably wouldn't put his name on the back of a pair of women's panties. But is that really so bad?

Reader Comments

Gerasimos Manolatos

June 15, 2007 11:28 AM

You should add links to your blog, typing URL addresses is so Web 1.0...

The flip side of the Web 2.0 coin is that most Internet users are just that... users, not creators. That's why I'd argue that Millenials are *not* content creators, rather content consumers that have the tendency to create. (Although I'm sure if "commenting on blogs" was in the study, there would be a higher percentage.)

As for Obama, I think his relationship with younger voters is directly proportional with the perception of him "getting" the Internet -- which is why a scantilly clad woman singing about him is a plus for Obama while it would be bad for any other candidate. God help us if Jenna Jameson is hired by the McCain camp to sing him a song...


June 26, 2007 2:40 PM

I'm pretty sure I will be influenced by whether or not the President "gets" the internet. Barack Obama is like so cool!! His facebook profile (like everyone elses) will now be the basis on which he is judged. Reminds me of a Southpark episode when they are tracking terrorists via their online profiles - something like.. "Quick, cross-reference his MySpace profile..." People pour out all this personal information thinking people can't access it. And as for the issue of spam... it's the internet, get used to it, if you didnt spend 8 hours a day surfing public websites you wouldn't see so much of it. I for one don't have a MySpace or Facebook and I have enough friends to keep me content, I actually see mine frequently.

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