Do you remember last campaign cycle when animated shorts sent by e-mail were all the rage? Jib Jab's "This Land Is Your Land", which was considered cutting edge in 2004, is now listed as a "classic" on their website.
Clearly, the advocacy marketing idea of pulling people into websites, as opposed to pushing communications through e-mail has hit political campaigns. Rather than sending out the latest presidential campaign related video (OK, some say it's an attack ad), the person who created it posted in on YouTube, where it's been viewed almost 2 million times. Yes, I'm talking about the now somewhat infamous "Vote Different" video, a piece suggesting that a vote for Hillary Clinton is a vote for a big brother-esque, 1984-style society.
Of course, it was posted by someone whose firm is working for the Obama campaign. So maybe they're a little biased.