Why the least likely constituency can be your most powerful election tool

The new rules of marketing aren’t just being applied to companies; they are also being used by political figures who want to reach a new, more connected community. In the case of the 2008 Presidential elections, Obama saw the power of younger voters and turned them into his biggest advantage. How did he do it? With the help of marketing and communication agency SS+K. Partner at the firm Russell Stevens discusses the steps to a successful online campaign—to win the hearts of both voters and/or clients.