Obama's Wired Tuesday Push

In one last push to mobilize voters, Michelle Obama is asking her husband's supporters to get viral on Tuesday.

In a final salvo for Super Tuesday, the Obama Campaign blasted an email from Ms. Obama urging supporters to share the new music video "Yes We Can." The video was a smash hit across the web since launching on Friday, bringing direct footage of Obama's stump speech to millions of people. It already netted over 1.8 million views on YouTube, and potentially hundreds of thousands more from another hub, DipDive.com, which drew over 1,000 links from U.S. websites since last week. The Obama Campaign's new viral push should bolster those numbers -- his State of the Union rebuttal recently topped a million views on YouTube. And Obama's YouTube profile has drawn over 11.5 million views, more than ten times Hillary Clinton.

While Obama is tapping energized supporters and intrigued viewers to basically spread his message for free, Clinton invested in an hour of national paid media with a televised town hall on Monday night. The "Voices Across America" event was broadcast on the Hallmark channel, and streamed on HillaryClinton.com. (Neither Hallmark nor the campaign would comment on the cost, according to MediaWeek.)

Of course, all campaigns invest heavily in television, and Obama just bought local Super Bowl ads. But this viral video strategy bolsters and deepens his voter outreach. Obama reaches more people this way, and enables them to share his message with their contacts. He speaks to young voters in their preferred medium. He routes around the traditional media filter -- and its penchant for reactive conflict -- with a proactive message. (It's hard to show leadership while parrying Brian Williams' tactical quizzing, as Obama learned Monday; Video below.)

The key is that Obama also asks supporters to do something. It could be forwarding the video for Michelle, or telling their MySpace friends to vote, or busting out a cell phone to mobilize strangers. Lately the campaign has even empowered supporters to call voters from home, punching in their results online:

This week, the campaign's leading web volunteers made 100 calls per person. The record is 267, held by one Thomas Hargis. National emails about voter contact and polling places are still top priority, an Obama aide told me, and the music video was added for a final punch. Yet this connected activism is not confined to the number of calls made or videos shared. Inviting people to choose their participation in meaningful, interactive ways, from anonymously persuading strangers to shouting opinions across intimate social networks, can tightly bind people to each other and the candidate. That has little to do with Internet technology and, sadly, almost nothing to do with typical campaigns.

"We may finally be coming to understand what De Tocqueville saw – the promise of democratic politics is in people's ability to enter into relationships with one another to articulate common purposes and act on them," wrote Marshall Ganz, the veteran UFW organizer and RFK backer who advised Obama and Howard Dean on movement-building. "Organizing to bring people back into politics is not a cost, but an investment in rebuilding the democratic infrastructure of our public life under assault for far too many years," he added, in a 2006 blog post.

Unlike Dean, the Obama Campaign does not stress its historic Internet success or run early victory laps in the blogosphere. It does not even discuss the web as an obvious metaphor for Obama's candidacy: An open frontier where race and gender recede, new ideas vanquish the old, and citizens converse and connect in ways that the prior generations would never understand, let alone support.

Perhaps that is simply because no presidential candidate wants to sound like the next Howard Dean. Or maybe, the campaign knows that you don't build a movement by talking about it. You do it, person by person, until one day, everyone can see it.

Comments (24)

1. In a final salvo for Super Tuesday, the Obama Campaign blasted an email from Ms. Obama urging supporters to share the new music video "Yes We Can."

   wait a second. is this post by mr. melber

   or annabananaville?

   Posted by frosty zoom at 02/05/2008 @ 10:08am

2. Whoa....

   maybe Michelle Obama IS "ANNAVILLA"?!?!?!?

   Posted by Mask at 02/05/2008 @ 10:32am

3. I love the adjective "blasted." Rocket propelled emails being sent from cyberspace!!

   Good point Frosty. This does read a bit like "Yes We Can Anne"

   Posted by FritztheCat at 02/05/2008 @ 10:33am

4. Hmmm, Annavilla=Michelle Obama? The "true" Obamagirl? Interesting....

   Posted by FritztheCat at 02/05/2008 @ 10:34am

5. Posted by MASK 02/05/2008 @ 10:32am |

   michelle is an attractive woman but i'm still imagining obamagirl for ms. villa...

   Posted by ibbleblibble at 02/05/2008 @ 10:55am

6. Posted by FRITZTHECAT 02/05/2008 @ 10:34am

   Posted by IBBLEBLIBBLE 02/05/2008 @ 10:55am

   Just funnin' guys....Mrs. Obama seems too smart to be a dopey spammer.

   Posted by Mask at 02/05/2008 @ 11:00am

7. Posted by MASK 02/05/2008 @ 11:00am | ignore this person

   michelle is an attractive woman but i'm still imagining obamagirl for ms. villa...

   Posted by ibbleblibble at 02/05/2008 @ 11:15am

8. I know i received the emails from the campaign, though i had already seen the video. Check out Political Humor [hillarydivides.com]

   Posted by indep2008 at 02/05/2008 @ 11:37am

9. If anyone is still in denial about the republican party wanting to run against Barack Obama and not Hillary, all you need to do is check the editorial page of all the conservative newspapers today.

   Posted by FRANKGRITS 02/05/2008 @ 11:33am

   you keep saying this but i think you are 180 degrees off - and IF this is the hope of the repugnants so are they.

   Posted by ibbleblibble at 02/05/2008 @ 11:44am

10. Posted by FRANKGRITS 02/05/2008 @ 11:33am

    Ever consider that conservatives might be looking for someone else they could vote for besides McCain - Obama Republicans? Last Gallup poll has 64% of the population opposed to the Iraq War - presumably that includes some Republicans. When you are presented with "100 Years McCain", "Flip-Flopping Hillary", or "I've Been Opposed From the Start Obama", a conservative might think Obama might be a decent choice, particularly since he is running on inclusion and doesn't seem to want to cut them out of the process.

    Ever consider that they are "crucifying Hillary" simply because they don't like her - rather than as part of some diabolical strategy? Clinton has a lot of baggage, and the country already has enough baggage.

    "Otherwise the repugs get away with it."

    This is one of the major problems with the Clinton campaign. To assert they are "getting away with it" is as absurd as me arguing that you "got away with it" with your bad arguments in support of the Clinton campaign. No one is "getting away" with anything.

    I'll go out on a limb here and predict that Obama is going to have the better part of this match-up. He should at least come even on delegates, and I think many people are going to be surprised by how well he does.

    I should also say that I prefer Obama to Clinton. I'm not sure I'll support either candidate in the general election, but I'm much more likely to vote for Obama than Clinton. I voted for Kucinich in the primary.

    Posted by srjenkins at 02/05/2008 @ 11:52am

11. you keep saying this but i think you are 180 degrees off - and IF this is the hope of the repugnants so are they.

    Posted by IBBLEBLIBBLE 02/05/2008 @ 11:44am

    people want the crap cut. mr. o is the only candidate left who seems remotely interested in doing that.

    if he survives stupor toozday, he's president.

    Posted by frosty zoom at 02/05/2008 @ 11:54am

12. I voted for Kucinich in the primary.

    Posted by SRJENKINS 02/05/2008 @ 11:52am

    freak.

    Posted by frosty zoom at 02/05/2008 @ 11:55am

13. Posted by FRANKGRITS 02/05/2008 @ 12:04pm

    actually, i think people are fed up with

    BUSHCLINTONBUSHCLINTONBUSHCLINTON

    they look so happy together.

    Posted by frosty zoom at 02/05/2008 @ 12:14pm

14. Posted by FRANKGRITS 02/05/2008 @ 12:10pm

    and clintonian politics continue to defeat the people.

    Posted by frosty zoom at 02/05/2008 @ 12:15pm

15. Posted by FROSTY ZOOM 02/05/2008 @ 11:55am

    Yeah, particularly since he is no longer running. But, I don't let little things like that stop me. I'm just trying to be ahead of the curve. When the United States has it's first vegan President, then we will have accomplished something.

    Posted by FRANKGRITS 02/05/2008 @ 11:55am

    [T]he only Obama republicans are the ones allowed to vote for Obama today.'

    See, this is one of the places you are wrong. You are a little too inclined to think that everything is a dirty trick rather that there might be substantive issues in play - like people's concern over the Iraq war. If you don't think McCain's 100 Years of Iraq aren't going to turn off some Republicans, you haven't been paying attention.

    Posted by FRANKGRITS 02/05/2008 @ 11:58am

    That's absurd. RNC doesn't fear Clinton or Obama. If anything, they are attacking her because she is still considered the front-runner and she is such an easy target. Obama, on the other hand, will require more sophisticated character assassination, such as Swift Boat, that is more appropriate for the general election. Take off the tin foil hat, Frank.

    Posted by FRANKGRITS 02/05/2008 @ 12:04pm

    Your whole argument is based on this false assumption that Obama can't win the general election. Check out the polls. This is clearly false.

    http://www.pollingreport.com/wh08gen.htm

    Then you get into a particularly strange land - where it appears you are arguing that RNC and some unspecified, but presumably Republican, group will turn to attack McCain in support of Obama. So, Obama and the RNC are working together? But, you also argue that no Republicans will vote for Obama?

    You see how there are these glaring, illogical inconsistencies in your argument? The whole METT is a plant, "they" are attacking Hillary, "they" will then attack McCain. Could it just be that "they" might be ther American people that are tired of the same old moderate conservative policies and are voicing that they want a change? Isn't that really what is going on here, Frank?

    Posted by srjenkins at 02/05/2008 @ 12:24pm

16. Posted by FRANKGRITS 02/05/2008 @ 12:10pm

    Take Ross Perot out of the picture and then tell me how effective the Clintons are at defeating Republicans. Shoot, Clinton barely beat Bob "I refer to myself in the third person" Dole running as an incumbent.

    Posted by srjenkins at 02/05/2008 @ 12:26pm

17. Frank-The Republicans have been planning on running against Hillary for a couple of years now and don't want to change their plans and then try and figure out how to defeat someone with the momentum that Obama has.

    Posted by i'm nobody at 02/05/2008 @ 12:31pm

18. Posted by FRANKGRITS 02/05/2008 @ 11:33am

    According to FRANK...."The Nation" is part of the Republican Party.

    Posted by Mask at 02/05/2008 @ 12:32pm

19. Posted by FROSTY ZOOM 02/05/2008 @ 12:14pm | ignore this person

    you're looking through the wrong end of the telescope. dems are not voting against Hill, no matter what they tell you on this blog, they are voting FOR Obama. BIG difference.

    Posted by emile duBois at 02/05/2008 @ 12:38pm

20. don't take it so hard.

    not being able to vote after all that blogging. I have many alien friends who live here, pay their taxes here, and can't vote. they won't give up their green card, in case they get sick, so they can go home and get decent health care.

    just count your blessings.

    Posted by emile duBois at 02/05/2008 @ 12:42pm

21. you're looking through the wrong end of the telescope. dems are not voting against Hill, no matter what they tell you on this blog, they are voting FOR Obama. BIG difference.

    Posted by EMILE DUBOIS 02/05/2008 @ 12:38pm

    hey dude, they'll all vote for LADY MACBETH if push comes to McBAIN.

    people want the crap cut. mr. o is the only candidate left who seems remotely interested in doing that.

    if he survives stupor toozday, he's president.

    Posted by FROSTY ZOOM 02/05/2008 @ 11:54am

    Posted by frosty zoom at 02/05/2008 @ 1:45pm

22. hey dude, they'll all vote for LADY MACBETH if push comes to McBAIN.

    I have made that point many times. it's a good sign.

    Posted by emile duBois at 02/05/2008 @ 1:49pm

23. just count your blessings.

    Posted by EMILE DUBOIS 02/05/2008 @ 12:42pm

    one two three four and a half.......................

    (shouldn't we (i.e. humans) all share those blessings?)

    sure, but i still gotta breathe american air. actually, canada has a worse environmental record. mythsville.

    but when i see my neighbours dying in a war most don't even understand, i gotta type my mind. this is my vote.*

    the blogging's great for my playing. hacking out so many words allows my brain to transfer ideas through my fingers. mucho mas dexterity.

    *plus i've got a few buddies here who still can vote there who've pledged to overcome their perpetual apathy and cast votes on my behalf.

    take that, constitution. frosty's got proxies.

    heheh.

    Posted by frosty zoom at 02/05/2008 @ 1:53pm

24. Guys make sure you check out the article "The Intoxication of Inspiration" on the blogzine SAVAGE POLITICS (not related to Mike Savage) at www.savagepolitics.com. It is awesome......everyone should read it before voting.

    Posted by elsylee at 02/05/2008 @ 1:58pm