BJP had taken a good step forward by creating a team of young IT professionals who were supposed to spearhead the campaign to achieve LK's dream. I really do not know the composition or the backgrounds of those who really led his campaign online, but I surely know it was a big flop. Not only did BJP lose convincingly, the internet campaign was also a bit of a farce.
They did not have any real social media presence. Most of the pages and groups were user generated and not by someone leading the BJP campaign. There were multiple pages in support of Narendra Modi and various other pages which supported the BJP but not really the cause. Unlike LK's online campaign, Obama's was very different. He had Blue State Digital taking care of his online needs and they worked real hard to sway the voters in a direction which led them directly to the booth to vote for Obama. The targeting was spot on and the ads were pretty clear.
Following is a photo of LK's ad showing up on a site. If I were to see LK's photo on such a site given that I am on the site for a purpose, I would really start hating Advani and BJP. Wrong place and wrong time. Not only is it the ultimate dent in user experience but also shows how badly the campaign was managed.
I would really have suggested him to just use Adwords(in the photo it isnt adwords) and get someone from the Adwords team to manage his campaign, rather than allow his ads to show up on websites where it would amount to bad user experience.
The amount of money lost due to bad targeting is a different issue altogether. Or I would say it might also have been that some smart guy in the team who must have said, "All Indians watch porn, why not target all the porn sites?"
Finally, I doubt any kid in the cyber cafe's across the nation who saw such an ad while watching porn would ever really be inclined to vote for LK Advani.
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