Last week, the Obama campaign released a 17-minute YouTube documentary called "The Road We've Traveled" which also lives on a a part of President Obama's website that makes it easy to share the video and donate to the campaign.
Says Democratic digital-strategy consultant Kombiz Lavasany to NPR, "You create this cascading effect of fans of the president watching it via email, and then you have friends of those friends who see it and re-share it. That's what we talk about when we talk about a video going viral. It's authentic enough. It speaks to its audience, and people feel compelled to re-share it."
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