Promotion is about getting the right message to the right audience and Obama’s promotion team definitely used integrated marketing communication in their promotion video. After learning in-class that the Obama Biden campaign won both the Titanium and Integrated Grand Prix in Cannes, I went to the Cannes Lions International Festival of Creativity website to browse other award-winning promotion videos. I came upon the 2010 Grand Prix winner video by Old Spice and it instantly captured my attention because the official UBC LipDub video has a similar concept.
Before taking Comm 296, I would have simply thought that the Old Spice video was interesting, but I wouldn’t be able to go any deeper than that. However, now I am able to tell that the Old Spice promotional video used a selective demand instead of a primary demand approach because it is persuading its viewers to purchase their product (body wash). I also believe that carefully followed the AIDA model. 
Using an attractive male model in the video will first capture viewers’ attention and interest. Combined with the tech savvy effects of the video and what the model is conveying through his speech, consumers will generate the desire for the product, which will eventually lead them to purchase the product.
After watching the Old Spice video, I can fully understand why so many of my first year friends came to UBC after seeing the promotional video. I’ve always enjoyed the video and knew that it was helping to promote UBC, but I finally understood the concept behind the it.