Black And White And Read All Over?
John McCain’s new website, www.johnmccain.com launched this afternoon.
At first glance, the jarring black-and-white website makes us wonder exactly what message McCain is trying to send – that the choices in this election are black-and-white? Whatever the case, we know he’s serious.
To its credit, the black-and-white format lets viewers focus on what’s in color – the Senator’s inspiring videos, which currently include a personal introduction and a tribute to Ronald Reagan. The videos occupy the homepage’s main feature, demonstrating that the McCain camp has a clear understanding of what attracts viewers.
One unique feature is the roll over flash content at the base of the homepage, where simply rolling over automatically plays a video of McCain, who explains the site’s sections. No reading necessary.
The website also includes a blog section. But rather than have their own blog (and hire campaign bloggers), McCain’s camp appears to be putting it all in the user’s hands, inviting its readers to “engage with outside blogs.”
The ability for users to submit questions via YouTube is one feature will likely be a hit. Another great idea is the “Undecided?” section because it allows the site’s content to be audience-specific.
But the site’s most interesting feature is the interactive “McCainSpace” section, a MySpace imitation that allows users to create their own webpages. If community sites like MySpace and Facebook are any indicator, the system is a proven way for people with common interests to network, get involved and stay updated on the campaign’s latest news. Sen. Barack Obama’s is up with a similar community site called my.barackobama.com
While other campaigns use pre-existing community sites like Facebook, MyGOP, or Party Builder, the McCain team has chosen to create its own version, presumably allowing the campaign to have more control and focus. It remains to be seen whether the feature can attract a similar following. [TINA SALVATO and RIKI PARIKH]
It is mindblowing that you've compared McCainSpace to the community tools on BarackObama.com -- or to any of the other social networking sites out there.
McCain's campaign has done the opposite of embracing these types of online tools with what they've set up. They've stripped out any interactivity or social actions in favor of a personal fundraising page -- and the only thing you can personalize is a brief message on the page. No photos, no way to contact other users, no affinity groups. And even your fundraising appeal is subject to pre-approval by the campaign's staff.
The site is stark, cold, colorless and unfriendly. And somehow, this fundraising page masquerading as a way to interact with other supporters only makes the campaign feel colder.