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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, barelypolitical.com, 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?
What comes next? The Bloomberg Businessweek Innovation and Design blog chronicles new tools for creativity and collaboration, innovation case studies in both the corporate and social sectors, and the new ideas that have the power to change the way things have always been done.