For Better or Worse, Campaign Go Viral

Jerry Labriola, Republican candidate for Connecticut's 3rd Congressional District, went with a parody of the "Old Spice Guy" in a recent ad. Was it smart?

In the spirit of election overkill, I had planned on listing some of the most impressively bad campaign ads I’ve seen this cycle. I’m still going to do that, but in the process of searching YouTube for this year’s greatest hits, I stumbled upon Campaign Tools.

Apparently, YouTube started offering two versions of Campaign Tools (free and paid) back in June. The standard kit includes a channel, moderation and Insight analytics — standard fare for YouTube accounts. The paid kit includes promoted videos, call-to-action overlays and TV ads online, allowing candidates to deepen their engagement and strategic messaging with voters.

One of the key twists in candidates using social media — YouTube especially — is smaller campaigns (ex. county commissioner, state senate) have gained national attention. In fact, some campaign ads have hit viral status. YouTube has become the ultimate platform for political exposure.

That’s not always a good thing.

Read more.


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