Dive Brief:

• President Obama put together a team of internet-savvy marketers to launch a digital and social media blitz for the State of the Union.
• The campaign includes social media, videos, digital op-eds, and even animated gifs. 
• The push is meant to bypass traditional media and reach a younger, digitally-focused audience. 

Dive Insight:

The President isn't shy on social media and his team understands the importance of rallying younger voters on the platforms they use. Obama recently enlisted YouTube stars to help spread his message on college tuition. The new celebrity is online — why shouldn't the President be?