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You know that when a campaign puts the words, “Yes, we’re serious” in a campaign e-mail, it’s gonna be good. Mitt Romney’s create-your-own-ad contest is exactly the kind of online innovation I’ve been waiting for out of the Republican candidates for President. The winning ad gets a real, live media buy. In other words, supporters are co-creating something of actual value and importance to the campaign. That’s meaningful, and supporters get that. Lots of user-generated content contests fail because the sponsor tries to create an incentive that exists only in the online parallel universe. Users sense the second-class treatment, and yawn. This is gutsier because they’re putting real dollars behind it (hopefully it won’t be just a phantom buy), and after MoveOn’s Hitler ads, the quintessential example of bad user generated content, it’s particularly bold. The JumpCut platform will help the campaigns manage the flow, and give even average users the chance to edit a video. The production values and complexity of the winning video probably won’t match what the TV admakers can put together. But does it matter? Wasn’t the great thing about “The Pitch,” the best campaign video of 2004, the fact that it was understated — effectively a bunch of photos stitched together? (See if you can remember the narrator.) Plus, as has been pointed out before with user-generated contests like this, the genius is not what happens with the winner, but how the also-rans take pride in their videos and spread them through their personal networks. This is a creative way to spread the Romney message with hundreds of small videos distributed throughout the Web. I don’t know if Romney is anywhere close to Hillary Clinton’s one million e-mail addresses, but it’s creative stuff like this that shows me that Romney has the warewithal and creativity to catch up. It should be no surprise to anyone that I buy into the Trippi theory of insane Democratic competition on the Web redounding to the benefit of (probably) Hillary. The relevant bit starts at 2:15, but the crack right before about the GOP candidates and YouTube was depressingly (if temporarily) prescient: I’ve had some issues with Romney, but his supporters are right to point out that his superior organization is a point in his favor when going up against the brutal Clinton machine. It’s something savvy Republican primary voters have a right to evaluate, and this year, the Web is going to be a huge component of that organization, because we will be outraised by $100 million or more if our campaigns only start thinking about building lists and engaging online on February 6th. Kudos to Team Romney. Now let’s see the Rudy, Fred, et al. counter, and start a spiral of online competition that will make the eventual nominee stronger.
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