California Faculty Association — Flunk Arnold Campaign
Creativity, and risk taking
In 2006, the California Faculty Association wanted to run a "new media" campaign to engage California State University (CSU) students in the 2006 gubernatorial elections. SPM created a first-of-its-kind interactive web contest to take advantage of fast growing trends on the internet — user-generated content and social networking. Storefront also oversaw field programs on major campuses around the state to publicize the contest. CSU students were asked to create 30-second anti-Arnold Schwarzenegger commercials or anti-Arnold websites. The winners received one year of free tuition and their video ran as an ad during the Daily Show. Winners were determined through rounds of public voting on the website. Contestants were encouraged to campaign for their entries.