Molecular Launches Innovative Candidate Web Site
Challenge
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Mitt Romney’s political team wanted to launch an innovative and technologically advanced web site that would showcase the candidate and his positions, drive financial contributions and public support, and connect Romney and the campaign to the groundswell of support forming at the grassroots. The team also required leading-edge video capability and the ability to manage content on the fly without technical assistance.
Approach
Molecular developed a creative and content-rich site that introduces innovative tools to help voters feel more connected to the campaign and the candidate. The site features a uniquely branded media player, known as “Mitt TV,” that leverages technology from Permission TV to deliver an evolving mix of videos. Video clips, which members of Romney’s communications team can update dynamically, include TV appearances, speeches and “fun” videos. Viral campaigning capabilities enable supporters, grassroots individuals, and undecided voters to keep informed on the issues, sign up to receive the latest news about the campaign, invite friends to get involved in the campaign, and make secure contributions online.
Molecular also implemented a robust content management solution that enables Romney staff to be responsive to the ever-changing political climate. The system allows campaign staff to manage the majority of the site’s content on the fly, without the help of a webmaster. New blog postings, breaking news, photo albums and new video can be easily updated, making it the most dynamic political site ever launched.
Benefits
Molecular’s powerful combination of creativity and innovation proved highly effective for the Mitt Romney campaign. The site drove more than 2,000 visitors per hour during the primary season, and more than 3.4 million visitors overall. In addition, the site raised over $14 million, including more than $250,000 in the 24 hours after the New Hampshire primary.
