Obama. You Too?


By: Francisco Cardenas, Director of Digital Strategy, @chitocardenas

On January 22nd, two days after the State of the Union (#SOTU) the President’s first scheduled interview was the YouTube live stream with the platform’s famous content creators Bethany Mota, Hank Green and Glozell Green.

This move from President Obama was highly criticized mostly from the Fox News The Kelly File claiming that this could have been beneath the dignity of the office, or even sarcastically put the “D list Hollywood after party.” Although this criticism is valid, the critics might have failed to recognize the over 3 million views the interview has so far and the possibility to appeal to a YouTube audience that represent a big percentage of Multicultural American voters (or future voters).

How do we bring this into a marketing perspective? Well, something seems quite clear to President Obama: “if my voters and the people I represent are interacting on a daily basis on this stage, there is no reason why I should not reach out to them through it.” This is no different from going to a small town park, a farm in Ohio or the yard of an industrial factory in the middle of Detroit? As brands, it is quite safe to say that the Obama team has taught us a lesson or two on how to reach out to consumers in a non-traditional way. From their creative approach on social media to their persistent e-mail program linked to their simple user friendly microsites to the tone of a voice, Obama has a found a way to appeal to the public in a way that was sufficient to get him elected twice.