Barack Obama Named 2008 Marketer of the Year By Advertising Age

by Jon Azpiri | October 20, 2008 at 10:45 am

1497 views | 30 Recommendations | 15 comments

Democratic presidential candidate Barack Obama has been named Advertising Age's marketer of the year for 2008 for an innovative campaign that integrated social networking and new media.

Obama beat out companies like Apple and Nike for the award, voted on by hundreds of marketers gathered at the Association of National Advertisers' annual conference.

"I honestly look at [Obama's] campaign and I look at it as something that we can all learn from as marketers," said Angus Macaulay, VP-Rodale marketing solutions "To see what he's done, to be able to create a social network and do it in a way where it's created the tools to let people get engaged very easily. It's very easy for people to participate."

Jon Fine, marketing and media columnist for BusinessWeek, pointed to Mr. Obama's facility with engaging voters in social-media channels. "It's the fuckin' Web 2.0 thing," he said.

Obama has become the first presidential candidate to fully embrace social networking sites. His campaign built momentum through several Facebook groups, and was one of the first candidates to appear on LinkedIn and the first to have a LinkedIn group.

Obama also reached out to various ethnic groups on the web, creating profiles on BlackPlanet.com and MiGente.com, and AsianAve.com.

One of Obama's other unique marketing move was to advertise in video games. His campaign purchased ads that are now appearing in several sports video games, including the wildly popular Madden NFL '09 game.

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coaltrain2371

at 13:41 on October 20th, 2008

Obama has seemed to know the best ways to get Free Media Cycles, this is just another example of that. Not only is he the first political candidate to utilize a medium that has a huge install base already, but he's getting free press because of the freshness of his advertising ideas.

coaltrain2371 has contributed a photo to this story.

Bridge-ets

at 17:01 on October 20th, 2008

I was volunteering in Las Vegas for Obama about two weeks ago. I am originally from Minneapolis, MN and am currently studying in Vancouver, BC Canada. This was on my last day volunteering on the University of Las Vegas campus. The bus my friend and I were standing next to was traveling across the country doing spray-paint-stencil-t-shirts with Obama on them. Volunteering in for this election was probably one of the best decisions I have made so far. Obama is not only what we need for our country but what we deserve.

Bridge-ets has contributed a photo to this story.

Dixon Diary

at 17:51 on October 20th, 2008

I do not think of Omaba as being a creature of marketing, any more than any other political candidate, but this was the sign that we put up, for what ever reason and you are welcome to use it. Einar

Dixon Diary has contributed a photo to this story.

GuerillaHead

at 03:04 on October 21st, 2008

There @ Asheville High I could see him peak he's head out. The crowd goes wild with every close sighting of him. Almost every black male was cheered to by the massive crowd hoping to see the senator. Then there he was! Smiling all the ay to the ground floor. Once in a lifetime oppurtunity to shake he's hand. I did and got a great picture of the great man.

GuerillaHead has contributed a photo to this story.

Scissor_Stills

at 03:29 on October 21st, 2008

Happy to contribute. We're embracing the open-handed way that Obama has provided his branded materials for all to use in support of his election efforts. I like that he knows right from the beginning, to include folks in the making of his presidency is a powerful thing indeed. - DK

bigk (not verified)

at 06:52 on October 21st, 2008

I think being the darling of the liberal media is not exactly marketing as much as it is bias...

emacaroundtheworld

at 10:45 on October 21st, 2008

As a Graphic Designer... I felt it only natural to express my support for Barack Obama by creating free advertising. He has been an inspiration to many Americans (including myself) and will make a revolutionary president.

emacaroundtheworld has contributed a photo to this story.

LotusFlower

flagged this story as Good Stuff

at 10:59 on October 20th, 2008

Jon Azpiri, I like this story. It's good stuff.

Rhonda J Mangus

flagged this story as Good Stuff

at 14:26 on October 20th, 2008

Jon Azpiri, I like this story. It's good stuff.

master_jim2008

flagged this story as Good Stuff

at 14:32 on October 20th, 2008

Jon Azpiri, I like this story. It's good stuff.

He'll translate that kind of business success into giving all Americans a fair shot at wealth.

McCain complains Obama wants to share the wealth, but it gets back to the old thing about the republicans saying pull up your own boot straps and make your wealth. Problem is some of us don't even have the boots, let alone the straps. Obama will make sure we at least have boots.

politisite

flagged this story as Good Stuff

at 20:43 on October 20th, 2008

Jon Azpiri, I like this story. It's good stuff. That's what it is a sales pitch, for a bunch of programs he has no power on his own to implement.

Amitjha

flagged this story as Good Stuff

at 02:41 on October 21st, 2008

Jon Azpiri, I like this story. It's good stuff.

nice very nice, it need to be properly explored what makes the campaign hit or mis.

Maireid Sullivan

at 04:42 on October 28th, 2008

Obama is America's last hope! ...because he understands that "the American people" must make the big decision to participate in civic action for their own good, and those who support him also understand!