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Product details
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Subject category: Marketing
Published by: Stanford Business School
Originally published in: 2009
Version: 27 August 2009
Notes: This item is part of a free case collection. For terms & conditions go to www.thecasecentre.org/freecaseterms

Abstract

In early 2007, Barack Obama was a little-known senator running for president against Democratic nominee and household name, Hilary Clinton. But on 4 November 2008, Obama made history as the first African American to win the election against Republican candidate, John McCain, thus becoming the 44th president of the United States. Obama won by a margin of nearly 200 electoral votes and 8.5 million popular votes. Many factors contributed to his success, but a major one was the way Obama and his Chicago-based campaign team used social media and technology as an integral part of their campaign strategy, not only to raise money, but also more importantly, to develop a groundswell of empowered volunteers who felt that they could make a difference. This case study outlines some of the techniques that Obama used. This case is part of the Stanford Graduate School of Business free case collection (visit www.thecasecentre.org/stanfordfreecases for more information on the collection).
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Abstract

In early 2007, Barack Obama was a little-known senator running for president against Democratic nominee and household name, Hilary Clinton. But on 4 November 2008, Obama made history as the first African American to win the election against Republican candidate, John McCain, thus becoming the 44th president of the United States. Obama won by a margin of nearly 200 electoral votes and 8.5 million popular votes. Many factors contributed to his success, but a major one was the way Obama and his Chicago-based campaign team used social media and technology as an integral part of their campaign strategy, not only to raise money, but also more importantly, to develop a groundswell of empowered volunteers who felt that they could make a difference. This case study outlines some of the techniques that Obama used. This case is part of the Stanford Graduate School of Business free case collection (visit www.thecasecentre.org/stanfordfreecases for more information on the collection).

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