So, a President walks into a satiric interview . . .
. . . and ignites Exposure for ObamaCare.
An interview of President Barack Obama by the comedian was watched online more than 11m times on Tuesday and appeared to drive significant traffic to healthcare.gov, the insurance portal.
Traffic to healthcare.gov jumped 40% on Tuesday, as the website racked up more than 890,000 visits total, a White House spokesperson said. Direct click-throughs from the Galifianakis interview, however, appeared to account for only a small portion of the added traffic. The click-throughs were tallied at 32,000 by 6pm Tuesday.
You can see why I joked tongue-in-cheek that even a guy like Bill O’Reilly would have signed up for ObamaCare if the President had done this in the Surge at the start in October 2013.
But, perhaps, my evaluation was premature and ungrounded. Where’s the comparison, Professor Poopypants? So, traffic jumped after the interview. Compared to what. How about this truly viral video on YouTube from a very small fashion designer.
“Hey my dears,” Ms. Pilieva wrote. “I wanted to share our little film with you.”
The email’s recipients had starred in a video that Ms. Pilieva had recently directed on a shoestring budget for a small clothing company.
The three-and-a-half-minute video, shot in black and white, showed 10 pairs of strangers kissing for the first time.
“Here are the links,” she wrote. “Feel free to share as you wish.”
That wish was the Internet’s command. By Thursday afternoon, the video — titled “First Kiss” — was a bona fide viral sensation.
A YouTube link had about 42 million views. A Vimeo link had been watched an additional 1.5 million times. (By comparison, President Obama’s appearance on the popular online comedy show, “Between Two Ferns,” posted Tuesday morning, had about one-third the traffic.)
Pilieva sent that email to 21 friends which contained the YouTube link to First Kiss. The rest is Exposure history. In four days the video got 40 million hits. Obama’s Between Two Ferns video – which aimed at a very similar audience – got about 15 million hits.
According to the relentless logic of the Cascade, you can’t get downstream TACTs unless you first get Exposure which produces Reception. The Other Guys have to get the play before it can play them.
The ObamaCare website at Healthcare.gov got a lot of Exposure and Reception in October 2013. That was unfortunate because as we know the remaining elements in the Cascade – Processing and Response – didn’t work very well. Tons of Reception producing the Direct Experience Persuasion Play®™© and failure!
So, Team Obama mounts a comeback and now, deep in the fourth quarter with time running out and trailing very, very, very badly, they score with that fabulous Between Two Ferns interview that spikes traffic and hits and click-thru and . . . still can’t beat a virtual unknown fashion designer sending an email to 21 friends with a YouTube link.
Pilieva doesn’t have a target audience of 45-50 million (the number of uninsured who must go through ObamaCare eventually) much less the even smaller number of 7 million enrolled after a massive and expensive six month persuasion campaign from Big Fed and Big Insurance. Yet, she got more hits from one persuasion play in four days than Obama did with his fabulous interview with Zach. Remember the first Rule of Persuasion.
Team Obama has the kind of persuasion resource you can only dream about and they can’t get a positive persuasion play that beats a small fashion designer starting with 21 friends. Who would have put money on that proposition? There Are No Laws and that’s why you get these weird and completely ridiculous outcomes.
Of course, simply because Pilieva got 40 million hits doesn’t mean she sold 40 million dresses or hats or shirts or anything. She’s got a ton of Exposure and Reception, but the TACTs?
Unfortunately, that’s the same problem facing ObamaCare. Even with pretty good Exposure, they still are not hitting their TACTs. And, they probably feel pretty bad about that.
But, here’s a persuasion play (YouTube) I think will make almost anyone feel better, if only for a moment.