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effort could introduce issues for the single largest campaign expenditure, TV advertising, or augment the issues in the course of an ad buy. But that said, a campaign’s online video effort

grassroots viewership and members of the media. Fully integrating the new media strategy within

the broader campaign maximized the effectiveness of the project. Mini-documentary-style viral vid- eos about constituency groups had to be coordi- nated with the political outreach and field orga- nizing components of the campaign effort. Earned media efforts around issue-based ancillary web tools could be coordinated to create the leverage for low-dollar fundraising appeals. Most impor- tantly, working with ad consultants, the new media

can’t be a subsidiary project of the website or tele- vision advertising consultants. By making new me- dia its own focus as an earned media tool and mes- sage development tool, it could more effectively interplay with other forms of paid media, political outreach, organizing and even fundraising efforts, maximizing the potential for success. “The viral video effort was invaluable to the out- come of the race and a great return on investment,” Ken Morley, Nixon’s campaign manager, said after the win. “The content of the videos was effective, but what really made the viral videos count was the way Wright Strategies integrated them with earned media, new media and nearly every aspect of the race.” It worked in the Missouri governor’s race, secur- ing a 19-point win for Democrat Jay Nixon, the largest victory of any non-incumbent Missouri Governor in 44 years.

Isaac Wright is the CEO of Wright Strategies, which provides comprehensive campaign and issue consulting with an emphasis in strategic communications and new media. He ran the new media effort for the Missouri Democratic Party in 2008.

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