AARP Video Puts Individual Voters On The Ballot

  |  October 23, 2008   |  Comments

Election-themed video is part of organization's Divided We Fail effort.

ClickZ_Campaign08_katefinal.jpgAARP is making an innovative use of Flash video to get out the vote in November.

On Tuesday, the organization's Divided We Fail team, which has been trying to rally bipartisan support for healthcare and finance reform, sent out an e-mail that at first seemed to promise an endorsement for the presidential election. It promised, in capital letters, an announcement that would be "really unexpected." Readers who clicked through were greeted by a mock news video in which an interviewer asks passersby, "Who could really shake up Washington?" The answer, revealed when one woman whips open her jacket to reveal a name on her shirt, is the e-mail recipient's own name. In the following scene, a boy out with his grandfather raises a hand-written poster to show his choice -- the reader again. Recipients even find themselves blessed with the endorsement of a hockey mom.

The campaign is the brainchild of Barry Jackson, AARP's online advocacy manager, who downplays it as "basic Flash video technology, although done on a somewhat grander scale than people have seen before." AARP, which declined to reveal the cost of the campaign, worked with M+R Strategic Services, which does online advocacy campaigns for non-profits, and Free Range Studios of Berkeley, CA.

AARP, which has 40 million members, says the personalized e-mail went out to "several million" people on Tuesday, each of whom got to see themselves as the one person who could make a difference in Washington. An equally large second mailing will go out on Thursday.

"AARP's mission is to make sure people stay engaged in the election process," says spokesman Andrew Nannis. "We're getting to the end and people are getting fatigued. This was a fun way for us to make sure people stay engaged."

Jackson doesn't yet have firm statistics on the campaign, which was designed to be highly scalable, with 15,000 people able to view their videos at any one time. But he says that his partners had to keep adding servers throughout the day yesterday.

Daljit Bhurji, managing director of the London-base digital marketing agency Diffusion, calls the work "extremely cutting edge." "

"I have not seen a video campaign where personalization has been so central to the message. I think lots of brands would be interested in the same technique. This is a model for what e-mail marketing could evolve into in the next six months to a year."

AARP's work caps a year of broad use of Internet technology to inform potential voters and boost turnout on November 4.

Want to run for the White House yourself? You can create your own AARP video by clicking here.

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter. Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...