As the battle hots up across the pond in the US presidential elections, sophistication has grown in the use of the web now that viral video can be multiplied out, via widgets and embedding, to proliferate views far away from the original destination. It’s also interesting to note that the web campaigns of the two candidates differ, not always absolutely following the mainstream campaigns in tone and effect.
As is usual in these intense battles, rules are bent or ignored on the web in a way which would be much riskier in broadcast or print media. For the moment, underdog McCain focuses on undermining his “celebrity” opponent, as Obama stresses his statesmanlike credentials, positivity and level-headedness. TubeMogul point out that McCain has just surpassed Obama in viral video views by mocking his celebrity status - proving that everyone likes a good joke, even if they got into trouble from Warner for using music without permission.
There is of fourse a danger that the negative tactic might rebound - the skillful Obama campaign report using the Republican “Celeb” campaign to assist their own (highly successful) fundraising.
It remains to be seen how this will ultimately play with US voters in the key swing states in November.
Republican Viral Video
Democrat Viral Video
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