Digital Reach

From brandrepublic.com:

The success of Barack Obama's election campaign has been in part credited to a 21st-century digital media strategy driven by David Axelrod, the newly elected president's chief strategist.

Axelrod oversaw an electoral campaign that successfully enlisted hard to reach parts of the US electorate such as young voters, African-American and Latino voters, and first time voters, through an all encompassing digital campaign, which placed a heavy emphasis on social media through websites such as YouTube, Facebook and Twitter.

Axelrod and Obama's high-profile campaign manager David Plouffe, who made appearances in many of Obama's YouTube videos such as the one below, used text messages, the internet and a network of 1.5m volunteers, to overpower John McCain's Republicans in a series of battleground states.

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Plouffe attempts to connect “personally” with voters, while also delivering a controlled message to them about the campaign’s new Keating Five documentary and inviting supporters to participate in their get-out-the-vote strategy.