Obama’s T Shirt Success and Web 2.0

Now the election is finally over, a few things are worth noting. I was particularly impressed with how the Obama campaign used printed t shirts along with their use of Web 2.0 in their campaign. It’s no secret the Dems have used social media very effectively in the last two presidential elections with a high degree of success. Howard Dean used it to mobilize his grass roots campaign four years ago and Obama absolutely killed it this time around. When combined with a targeted age group (young first time voters) it was a most effective one-two punch.

Not only did they raise almost $200 Million in donations through websites and blogs, they were equally effective using t shirts as premium items when soliciting $12 - $20 donations.¬† I traveled around the country quite a bit in the last three months and Obama shirts were noticeable everywhere I went. I don’t know how many shirts they printed, but I do know that a lot of printers took part by printing the official Obama logo and there were tons of other “unofficial” shirts printed as well.

The Obama campaign also took advantage of designer created images ala Threadless.com and Shirt.woot.com. This was especially effective as the images were created by peers in those demographic groups. A perfect match for a perfect delivery.

For the last two days I’ve been listening to the talking heads analyzing the Obama campaign. Everyone, including the Right, has been pretty much in awe of how effective and error free their campaign was. I’ve yet to hear anyone mention the role the “Media of Personal Expression” played. The shirts looked great and they acted as a conversation starter and as a viral word-of-mouth¬† vehicle. I would love to know exactly how many shirts were printed, but I would bet it was well over a million.Share/Save/Bookmark

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