To win the 2008 election, Barack Obama needed to win key swing states that had cost Democrats the 2000 and 2004 elections. Among the campaign’s challenges, Obama's prospects in Florida were dimmed by false perceptions elderly Jewish voters held about Obama's birthplace and religion.
The Great Schlep asked the grandchildren of these elderly Jews to convince their grandparents to reconsider their position on Obama.
Sarah Silverman and Wayne McClammy collaborated on the video that was picked up by major news outlet globally.
A landing page provided voters with talking points and links to the TGS Facebook page and CafePress store.
Obama won Florida by 170,000 votes and received the highest elderly Jewish vote in 30 years.
In the end, "Obama drew a larger percentage of Jews nationally...and -– Mazel tov Sarah Silverman – won Florida."
- Frank Rich, New York Times
- Frank Rich, New York Times
The Case Study
Prevalent Calls to Action drove over 250K unique visitors to the website the morning it launched -- taking the site down for a couple of hours.
The TGS homepage drove visitors to the Facebook page for real time updates and the TGS store, for a variety of swag options.
