Christian Ziegler | My Amplog

An Online Model for the GOP?

The Massachusetts Sen.-elect bested the campaign of Democratic opponent Martha Coakley in just about every online metric you can measure,

and in the process did something rare for Republican campaigns of late—offer an online model that actually moved the ball forward on a range of tactics.

Brown’s campaign went up with a Google network blast a full five days before Tuesday’s election

online ads, many of which were aimed at key Massachusetts towns the Brown camp had in its sights.

used the early ads as a call for volunteers

money bomb,” which had a goal of some $500,000 in one day for the race, shattered those expectations and hauled in $1.3 million.

In all, the Brown campaign raised an incredible $12 million online

The campaign used Google docs and spreadsheets to run field ops,

took full advantage of Google’s new ad options for YouTube videos

always had a seat at the strategy table and a say in every aspect of the campaign

shed some of the top-down management styleRead more at www.politicsmagazine.com