Firstly, there are very few brands as big as Coca-Cola and yet its traffic is dwarfed by Obama's and McCain's traffic. Secondly, the free PR, news, and public attention and engagement Obama and McCain received is practically impossible in the commercial space for such a sustained period of time. And lastly, few content ideas come along that promise to change the whole way you and your society operate in the way a politcian can claim.
For most brands, online advertising is key to driving traffic to their equivalent of barackobama.com. I recommend to my clients using an intelligent balance of online advertising, with search (paid and unpaid), and also social media activities to help drive that traffic. So in answer to the question about if we can make online adverting work, I say YES WE CAN.
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