Frager Factor

Monday, August 11, 2008

Obama iPhone VP VIP (.com): Be the first to know who Barack selects as his running mate.


As some of you know Senator Obama is a Grand Names VIP and a member of my Linked-in network. I got an email from Barack's chief strategist this weekend offering to text "ME" the Senator's running mate choice in advance of public disclosure:

Dear Owen --

"Barack Obama is about to make one of the most important decisions of this campaign -- choosing a running mate.

You have helped build this movement from the bottom up, and Barack wants you to be the first to know his choice.

Sign up today to be the first to know:

You will receive an email the moment Barack makes his decision, or you can text VP to 62262 to receive a text message on your mobile phone.

Once you've signed up, please forward this email to your friends, family, and coworkers to let them know about this special opportunity.

No other campaign has done this before. You can be part of this important moment."

Which leads me to this AdAge piece this morning. The article directly attributes Obama's success to KEYWORD "ME" which makes Apple choice of ME.com, as the cloud computing base camp that will morph into the mother of all social networks- worth a price that few could understand. It will kill Facebook and MySpace the way iTunes killed Napster. Because people are willing to pay for value and things priced as free start with a stigma of cheap and unworthy.

According to Fleishman-Hillard's Ms. Mooney, the Obama campaign's mastery of cutting-edge social media, through the my.barackobama.com site (known internally as "MYBO"), is optimized for millennial appeal. For this generation, "the new pronoun is me, my. Using my-dot brings it to a personal level."

What Obama Can Teach You About Millennial Marketing
Consistent Mass Branding Works -- but Can Backfire With Other Demographics

By Peter Feld
Published: August 11, 2008

NEW YORK (AdAge.com) -- Baby boomers and Gen Xers declared mass marketing dead long ago. We live in a world of fragmented media surrounded by cynical consumers who can spot and block an ad message from a mile away. But what Gen Xers and boomers may not realize is that the unabashed embrace of select brands by millennials, from technology to beverages to fashion, has made this decade a true golden era of marketing for those who know what they're doing. And when it comes to marketing, the Barack Obama campaign knows what it's doing.

Mr. Obama's brand management, unprecedented in presidential politics, shows pitch-perfect understanding of the keys to appealing to the youngest voters.

Perhaps inevitably, among the first apps introduced for Apple's new iPhone -- the latest success from another millennial mass marketer -- was an Obama "Countdown to Change" calendar that ticks off the seconds until Election Day.

So what's the appeal to the under-30 set? True, the youth vote traditionally skews Democratic, but the difference this year is that Mr. Obama has actually motivated turnout. His success, it seems, is a result of both product and the branding behind it. The qualities he projects -- a cool, smooth aura, the communal values of hope and unity, his teeming crowds and his campaign's seamless graphics -- are the essence of appealing to millennials.

"Millennials want someone smart, funny and with a slight edge," observes Allison Mooney, who tracks youth trends for Fleishman-Hillard's Next Great Thing. Mr. Obama's occasional prickly moments, as when he dismissed Mr. McCain's recent ad comparing him to Paris Hilton -- "Is this the best you can do?" -- shows them he gets it. "Obama's kind of mellow. He doesn't have polarizing view. MORE

btw, beTheFirstToKnow.com belongs to ebay. FirsttoKnow.com has a Network Solutions construction page. BOTH are great call-to-action domains that reenforce mainstream and corporate attraction to longer domains that offer a benefit to the responder.

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About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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