The Conservative Party has bought what it has described the most important ‘online real estate’ for Polling Day – the ad space on the front page of YouTube in the UK.
The video on the front page – ‘This is an historic election – together we can bring the change Britain needs’ – will be seen tens of thousands of times.
The party’s YouTube channel, webcameronuk, has seen visitors increase from 1.61m to 2.58m over the election campaign. The Labour Party’s channel, Go4th, has also proved extremely popular, with visitors increasing from 1.12m to 1.53m over the campaign. The Lib Dems have made little use of YouTube, with an increase of 32,000 to 127,000 in total over the campaign. Their most popular video was the ‘Labservative General Election Manifesto’, on a spoof channel.
Social media has been central to the Conservatives’ campaign, contributing to the 48% consumer awareness of its marketing effort (as reported by Marketing magazine, 27th April 2010)
Preferring mobile media, the Labour Party sent text messages to 50,000 supporters, which pointed them at the party website – which by the way, is sporting a special gateway for data capture.