Case | HBS Case Collection | October 2008 (Revised November 2009)

Obama versus Clinton: The YouTube Primary

by John A. Deighton and Leora Kornfeld

Abstract

What was the role of the Internet in the contest for the Democratic presidential nomination between Senators Obama and Clinton? How does the role change in the shift from the Primary to the National election? The case examines media and content choices by each candidate and allows students to explore the role of new media in political campaigns. The focus is on fundraising in 2007 and campaigning for Primary delegate votes in 2008.

Keywords: Political Elections; Knowledge Use and Leverage; Marketing Channels; Media; Internet; United States;

Citation:

Deighton, John A., and Leora Kornfeld. "Obama versus Clinton: The YouTube Primary." Harvard Business School Case 509-032, October 2008. (Revised November 2009.)