Obama « compensated » a strange name, a lack of awareness and the racial difference with a more effective fundraising effort mainly based on online activity and a social-network-style campaign website

It started off during the race for the Democrat presidential nomination.

After Clinton loaned her $5 million campaign, the Obama team responded by sending out an e-mail to its supporters the next day that read, « We need to match this quickly, can you help? » Within 24 hours respondents donated $8 million…

Same strategy for the final round vs Mc Cain

To sum up :

Owned Media : fundraising from $80 M to $530 M$

Paid Media : SOV x 2 vs MC CAIN (1/3 last month, $235 M on TV)

Earned Media : 1 million Facebook and MySpace fans