We launched the campaign with a website aimed at inspiring, educating and connecting young Jewish people about the Great Schlep. The website consisted of Obama information/videos, a Great Schlep Facebook community component, talking points for engaging Jewish grandparents about Obama, and an online store. In order to drive traffic to the website, we also created a viral video about the Great Schlep featuring Jewish comedian Sarah Silverman. This video was seeded on a few video-sharing website sites, such as YouTube, and on the Great Schlep homepage.

Within a few weeks, The Great Schlep Facebook group had 25,000 members, and the Great Schlep talking points had been downloaded 1.2 million times. The Great Schlep was featured in every major American newspaper (as well as several international newspapers) and was reported on repeatedly by every major American television station. Networks such as CNN and ABC followed “Schleppers” from all over the country as they descended on Florida. In addition, The Great Schlep video featuring Sarah Silverman was hosted on thousands of blogs gaining more than 4 million views. In total the Great Schlep received 342 million media impressions.On Election Day, Obama received the highest percentage of Florida’s Jewish voters in a presidential election in 30 years, and won Florida by 3 percentage points. (Source: Optimedia)