Word: viral
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...media consultant Fred Davis III has a vision for the future of American politics, one in which building-size rats roam the landscape, babies in strollers wear enormous brown toupees, and demon sheep with red robotic eyes feed on rolling green hills. He envisions a democratic process driven by viral oddities and visual tricks, campaign ads so weird that no one can look away...
...Carly Fiorina Is an Internet Genius," declared New York magazine. "The Most Bizarre Ad in Recent Memory," blared the Huffington Post. "Demon Sheep Goes Viral," announced the Washington Post on a front-page Web headline. The tag #demonsheep quickly spiked near the top of Twitter's trending topics, and Rachel Maddow played the spot on her MSNBC show, calling it "so bad, no one wanted to believe it was real." Not wanting to be left out of the controversy, the third Republican candidate in the race to unseat Democratic Senator Barbara Boxer, Chuck DeVore, responded by launching a website - Demonsheep.org...
...front runner in the polls for the GOP nomination, was not a true fiscal conservative. Rather, he was a wolf in sheep's clothing, a "fiscal conservative in name only." The Campbell campaign responded by deploying its new-media consultant, Mindy Finn, on Twitter to try to direct the viral buzz. "If the GOP has any hope of taking back the senate it won't be by accusing each other of being #demonsheep," she wrote in one post, having already rated the spot a "marketing fail...
...mark on the national scene by producing a 10-minute movie for 2002 Georgia gubernatorial candidate Sonny Purdue that depicted the sitting governor, Roy Barnes, as "King Roy," a giant rat with a gold crown, stomping like Godzilla through Atlanta. That was before the advent of YouTube and viral videos, so he screened the film for journalists at a movie theater; the next day, the Atlanta Journal-Constitution ran an image from the spot on its front page. Purdue went on to win the election...
...Davis' clients - a roster that includes Iowa Senator Chuck Grassley and Tim James, who is running for Governor in Alabama - request the viral boost he offers. But Davis says Fiorina's corporate-world background in marketing predisposed her to this kind of risk taking. "She loved it," he says of Fiorina's reaction when he screened the demon-sheep spot. "Do you go into it knowing it is going to get negative blowback? Absolutely you do. But at the end of the day, my only goal, and the campaign's only goal, is to get people to wake...