Campaigns & Elections - August 2007 - (Page 22)

inside politics Got Rhythm? Rhyme? Turn it into a Web video that can change the election. By Amanda Zusman Ben Relles was walking home from work one day when he passed a woman saying she thought Sen. Barack Obama was “cute.” The random comment planted a seed in his mind that led to the “I’ve Got a Crush on Obama” music video and over two million YouTube hits. Relles said the video “was about humor,” not a political statement. Nevertheless, it’s caused quite a stir. Both citizens and campaign videographers are changing the face of the 2008 presidential candidate campaign. Seven years ago, the term “campaign videographer” was foreign to most of the political arena. But the industry has exploded to the point where people like Relles can impact the course of the campaigns. “YouTube enables someone to cre- CALL US: 305.532.7950 www.newlinkpolitical.com political@newlinkcorp.com ate content that can be put in front of a lot of people,” Relles said. “A lot of the things that you’ll see from everyday people will be things that they care about that maybe the campaigns wouldn’t address.” Although Relles didn’t create the video to promote Obama’s campaign, he said that he was able to send a message about the things he did respect about the candidate—and that he hopes his message will lead people to learn more on their own. But Web video’s popularity can be a double-edged sword. “Campaigns are very focused on controlling their message, and these types of videos can put out other messages,” Relles noted. The anti-Hillary Clinton “1984” video is a prime example. Its creator, Philip de Vellis, wasn’t a campaign staffer, but his hyper-negative ad forced Obama to do some quick damage control. “The 1984 ad and the Hillary Sopranos ad, they’re at the same level of importance to the campaign. As to actual effectiveness, there’s not much difference,” said Dan Manatt, CEO and founder of PoliticsTV Media. However, campaign-created videos are creating stirs of their own. Clinton’s use of Web videos in her campaign song competition generated over 500,000 hits the day she announced the winning song. Since then, her “Sopranos” spoof has become one of the most widely talked about videos of the primary election campaigns thus far. “With the Clinton ‘Sopranos” ad, we saw the importance of having your team understanding how to use the Internet,” said Manatt. “As of now, it’s a very successful effort.” And as the candidates battle for the most creative Web videos, campaigns are now designing staff positions for Internet and video-savvy individuals who can help them get their message out on the Web. “Campaign videographer is a new (continued on page 24) 22 CAMPAIGNS & ELECTIONS 08.07 http://www.newlinkpolitical.com http://www.newlinkpolitical.com

Table of Contents Feed for the Digital Edition of Campaigns & Elections - August 2007

Cover Contents Editor’s Note Ames Straw Poll Cavalcade; Last Candidate Standing; The New Dollar-A-Year Guy; Web Videos That Can Change the Election Across State Lines: Campaign News from Around the Country People and Organizations Movers and Shakers: Ten Questions for Matthew Taylor and Philip de Vellis Campaign Consultant Sign-Ups Reel Time Cover Story: Building Blocks From Madison Avenue to K Street Money Can’t Buy Votes Dick Cheney: Roll Model for Millions Ames: Still Weird, Still Important How to Do Tougher, Quicker Crisis Management Online Cause-Based SocNets Lure Issue Voters The Great Exaggeration Why Primetime TV is Alive and Well, Politically Speaking Buyer’s Guide Tips for Toeing the Fine Line Between Employment, Friendship Managing Your Friend’s Campaign? Think ‘Consigliore’ Off The Record

Campaigns & Elections - August 2007

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