The Obama administration sure knows some digital marketing tactics. In a recent episode of the online series Between Two Ferns, hosted by Zach Galifianakis, President Obama encouraged young Americans to apply for health insurance at HealthCare.gov. The episode created a whirlwind of buzz online.
While the President and the comedian threw hilarious jabs each other’s way throughout the video, President Obama did not forget to urge young people to sign up for health insurance through the Affordable Care Act by saying “young people are not invincible.”
The video is part of the president’s team’s new campaign #GeeksGetCovered. Right after the president’s conversation with Galifianakis was released, the White House published a video and blog post to get the word out on social media.
Needless to say, the episode has gone viral. It garnered 1 million views after just three hours and 25 minutes, and topped 3 million views in no more than six hours, according to Funny or Die, Between Two Ferns‘ parent site. In addition, the video boosted HealthCare.gov traffic up nearly 40 percent in two days, as evidenced in a Twitter feed from Tara McGuinness, senior communications advisor at the White House.
So how did this collaboration come about? In July of 2013, the president’s team met with representatives from Funny or Die and YouTube to discuss how to promote the Affordable Care Act. In mid-February of this year, President Obama’s team told the Funny or Die crew that the president would be able to film on February 24 and the Funny or Die team came up with an outline for Between Two Ferns just days after.
In order to promote the final month of open enrollment for HealthCare.gov, Funny or Die will produce more videos featuring President Obama in March. Let’s see if the president’s upcoming appearances will once again create a social media buzz!
Jason John is Chief Marketing Officer, Digital for Publishers Clearing House, a role in which he is responsible for the development and execution of overall ... read more
This morning, Merkle released its quarterly Direct Marketing Report, ahead of Google’s own Q2 earnings announcement and it makes for a bumper stat-filled ... read more
Yesterday, Facebook reported blow-out earnings that handily beat Wall Street analyst expectations. The world’s largest social network generated $6.24 billion in ad revenue ... read more
With more than a billion users, and billions of daily video views, gaining user attention on YouTube may seem a daunting prospect. ... read more