case study
Molecular Launches Innovative Candidate Web Site
“Just as Governor Romney’s campaign is about bringing innovation and transformation to Washington, we’re striving to bring the same energy to our online efforts. Molecular not only provided the building blocks for a secure, scalable and content-rich site, but they helped us to deliver a site that breaks new ground with its creative use of video, integrated fundraising and support platform, and breakthrough use of viral campaigning tools.” Stephen Smith Director of Online Communications MittRomney.com
challenge 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. RESULts 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.
In 2007, Mittromney.com was awarded a MITX Award for Best Use of Technology and a WebAward for Best Political Web Site.
Mittromney.com introduces new and innovative tools to the political landscape that help voters feel more connected to the campaign and the candidate.
More than a web site, Mittromney.com is an adaptable fundraising and support platform that streamlines the processes of adding and assimilating new “friends” and financial contributors.
A uniquely-branded media player, known as “Mitt TV,” delivers a constantly evolving mix of videos that includes original content, broadcast news clips, speeches and “fun” videos.
Powerful viral campaigning capabilities include an “invite your friends” interface which can be used to invite potential voters to experience the site in a viral way.
Molecular is the interactive agency that partners with results-driven companies to create highly effective Web design solutions grounded in research and tied to business results. Since 1994, Molecular has directed successful Web initiatives for the nation’s leading brands, including adidas, Fidelity Investments, HumanaOne, Nikon and Reebok. Headquartered in Boston, Molecular also has offices in New York and San Francisco. For more information, please visit www.molecular.com. Boston
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