Brilliant Viral Marketing: Wassup Redux

This is one of the most intelligent uses of branded entertainment I’ve seen in 2008. Regardless of your political leanings, the first 1:32 of this viral movie supporting Barack Obama’s campaign is so entertaining, that it’s gift of (much needed) laughter nearly  transcends the political brand it’s supporting. Brilliantly conceived and executed–primarily because it aimed and succeeded in engaging and entertaining first, then delivered it’s deftly communicated strategic messages.

We’ve spoken about this approach before, that people think with their hearts first–that once you have them emotionally engaged, they’re in an optimized state for receiving your sales pitch. This film is a prototypical example of that concept.

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Rick Julian


  1. windo on October 24, 2008 at 4:01 pm

    As I was watching this, I was expecting an icy-cold Budweiser logo to finish off the story. A part of me was excited to think that a brand like Bud would create this type of work. However, I was given the ‘ol rug pull and didn’t see any signs of the Clydesdales. Oh well. Great spot though.

  2. rjulian on October 24, 2008 at 4:26 pm

    @windo, yeah, they leveraged all the equity of the Bud campaign then exploited it for their wicked political purposes. beautiful.

  3. tommy on October 24, 2008 at 6:11 pm

    wow talk about flash backs

  4. rjulian on October 27, 2008 at 8:44 am

    Hey Grant.. My favorite shot is the first time we see the friend in the hurricane, trying to get buzzed into the building. Strategically, the film made its points re: the economy/jobs. healthcare, and crisis preparedness/response with wicked effectiveness, and I agree it would have served any number of politicians exceptionally well.

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