Clifford Singer, the man behind mydavidcameron.com, has five lessons for new media campaigning. All of them are worth a read, but his first point is the most telling.
“With a viral campaign concept is everything. It’s too easy to get caught up in the technology – how do we use this widget to connect to Facebook or Twitter – and to forget about the basics of having something that’s funny or useful or fascinating.”
Indeed. Concept is everything (as long as someone does the hard work of making the concept happen, and doing well, which is the part Clifford is all modest about).