Letter from Geoffrey Precourt: Will Obama inaugurate the viral era?

Geoffrey Precourt

WARC U.S. editor Geoffrey Precourt looks at the importance of digital media and viral marketing to Barack Obama's presidential campaign.

Letter from Geoffrey Precourt: Will Obama inaugurate the viral era?

Geoffrey PrecourtWARC Online

The high point of Obamarketing began on a chilly January night in New Hampshire. The Democratic nomination candidate Barack Obama had just lost a primary contest to Hilary Clinton. At the 10-minute mark of a 13-minute speech, he slipped into an aspirational cadence punctuated by a steady incantation of "Yes We Can."will.i.am, a hip-hop musician and frontman of the Black Eyed Peas, was listening. And the speech sent him into the studio, where he teamed up with director Jesse Dylan to create and produce a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands