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No surprises here: Obama and Galifianakis boost Healthcare.gov traffic

Thu, 03/13/2014 - 3:09pm
AllVoices

President Barack Obama partnered up with Zach Galifianakis for an episode of the Web comedy “Between Two Ferns.”

As usual, Galifianakis played dumb, making hilarious — albeit awkward — quips about the annual pardoned Thanksgiving turkey, spider bites and “North Ikea.”

The big plug, however, was Obama’s Healthcare.gov campaign, in which the president urged America’s younger demographic to enroll in a health insurance plan. Much of Obama’s two terms has revolved around his health care agenda, in which he aims to give citizens access to inexpensive insurance.

This is the latest venture from the Obama administration to use technology to connect with the country’s youth. Unsurprisingly, the marketing ploy was successful: Healthcare.gov received a 40 percent traffic boost, with 575,000 page views and 54,000 referrals (the number one source) from the original Funny or Die video in a single day. In the past, the administration garnered media attention when it used startup Optimizely for A/B testing the re-election campaign, as well as conducting an AMA session on Reddit, and it is generally conceived that this is the most tech-savvy administration to date.

“Millions of Americans have already gotten health insurance plans and what we want is for people to know that you can get affordable health care,” Obama stated on the video. “And most young Americans right now, they’re not covered. And the truth is that they can get coverage all for what it costs you to pay your cellphone bill.”

The episode was inspired by a process that began in July of last year, when the president held a health care talk at the White House that Funny or Die’s president of production, Mike Farah, attended. In the end, the two got together to produce this short, which was more or less as scripted than the other celebrity videos. So that slightly uncomfortable vibe that emanates on this installment of “Two Ferns”? It’s just as genuine as the others.

Past episodes have included a Bradley Cooper slap fight, Charlize Theron peeing herself and Justin Bieber getting spanked. But Obama topped them all, winning the Internet when he countered Galifianakis’ questions with witty insults and a sense of humor.

What does this mean for San Francisco’s ad:tech? That it’s time to take advantage of tech’s biggest market by relating to millennials. mobile and social media are great beginnings, but ad:tech workshops like “Inside the Mind of a Social Influencer” (March 26 at 3:30 p.m.) can help your brand go viral with this in-demand demographic.

Follow this link to see the video.

This article is part of Allvoices’ series on ad:tech, the largest, longest-running digital marketing and technology event. Check out allvoices.com/adtech for more of Allvoices’ ad:tech coverage. This series is supported by ad:tech.

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