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 for viewing and sharing, a Great Schlep Facebook community component, talking points for engaging Jewish grandparents about Obama, and an online store with Schlep merchandise. In order to drive traffic to the website, we created a viral video about the Great Schlep. This video was seeded on a few video-sharing website sites, such as YouTube, and on the Great Schlep homepage. Our goal was to drive enough traffic to the website/Facebook group so as to create a movement with real political impact.