Voters Get Voice on 2008 Campaign Through Web Video Voting

Share Article, New Website, Lets Voters Compare and Vote on 2008 Campaign Videos and Soundbites Adds a Dimension to Video Content Sites: Users Can Not Only Watch Videos But Compare Them Side by Side and Cast Votes on Statements, Soundbites and Controversies Keeping it Honest: Are pollClashes the End of Spin?

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The Clashware system has multiple uses – but using it on to help keep the campaign honest and give voters a direct voice is one of the most important

NEW YORK (Business Wire EON) June 18, 2008 -- Video has already played a key role in the 2008 Presidential election. But starting today it will have a much more direct and measurable impact thanks to a new Website, ( – the first site that allows voters to directly compare and vote on video soundbites from the election campaign.

Voters who visit can watch campaign videos of candidates and other key players. But unlike other video sites, shows them in side-by-side windows, then lets voters vote on which are more credible, which are more effective, and which make the better case about critical campaign issues like the economy and national security.

A current pollClash compares Barack Obama's call for change with John McCain's assurances that the U.S. economy is sound. Voters can move sliders to vote on which is right, which candidate has the better vision, and which is more Presidential. The current pollClash is still open and voters can have their say by going to the site at

A recent pollClash let voters pick between a Hillary Clinton video thanking her supporters and a Barack Obama video in which he thanks The Grateful Dead and the deadheads for getting out the vote. It asks which candidate seems more at ease, and which one seems to be talking directly to the viewer. Another recent pollClash compares an interview with former White House press secretary Scott McClellan and an interview with his arch-enemy Karl Rove, who said McClellan doesn't sound like himself – "he sounds like a left-wing blogger." The pollClash asks which is correct and which is more credible.

How Strongly Do People Feel About the Comparison?

The sliders make the votes even more informative by showing on a 1 to 5 scale how strongly voters feel about each answer. Voters can also see instantly how their votes compare to the average of all the votes already cast.

The videos are served from leading public video sites like YouTube ( and similar sites. enhances the videos by adding direct comparisons.'s technology – created by software firm Clashware ( allows side-by-side viewing and issue-by-issue voting. Viewers can also post comments – and even create their own pollClashes by posting the videos on YouTube and similar sites, then setting up the clashes on's sister site (

"Video has become decisive in Presidential politics – but until now there hasn't been a way to directly compare these videos and vote on the issues that drive them," said John Hughes, co- founder of Clashware. " goes a major step beyond single screen viewing by giving voters a head-to-head face-off and a set of votes they can cast to have a voice that's direct, clear, objective and measurable. That means there's an even more effective way of fighting back against spin and hype, and creating new levels of accountability.

"Video is central in keeping candidates honest, and thanks to its direct comparison and voting system, will make video an even more effective tool for the voting public," Mr. Hughes said. questions are developed by Clashware in collaboration with Sommerfield Communications through its Pulse polling unit. Both Clashware and Sommerfield Communications are committed to objectivity in the development of the questions and the reporting of results.

Clashware, the software that powers, can be used in other settings where side-by-side, objective comparison of videos is essential – for example, in advertising agency focus groups to select the most effective ads. "The Clashware system has multiple uses – but using it on to help keep the campaign honest and give voters a direct voice is one of the most important," Mr. Hughes said.

For more information, or to schedule an interview, contact Katarina Wenk-Bodenmiller of Sommerfield Communications at (212) 255-8386 or

About ( is a simple way for voters to share their opinions and get their voices heard on key issues in the 2008 campaign. On, voters can compare two videos side by side – then vote on them. By choosing between two viewpoints using a simple slider, voters are able to show how strongly they feel about a question, issue or position. They can also see instantly how their vote compares to the overall total, comment on the videos, and submit video ideas for future polls. was created by Clashware and Sommerfield Communications/Pulse. Both organizations are committed to objectivity in developing the poll questions and the summaries of poll results.

About Clashware

Clashware is a software tool that allows direct comparison of content. It's designed for marketers, advertisers and researchers who need to create head-to-head comparisons of videos, pictures, music or text in an environment that's highly entertaining for users, while producing accurate and useful results. Clashware works by embedding content in an easy-to-play interactive game that enables participants to compare two pieces of content, then answer questions on a slider system that shows what they think and how strongly they feel. It can be incorporated in Websites, embedded in viral marketing campaigns, or used to power focus groups online and in real-world settings. Clashware can be used to improve sales, increase lead capture, create greater user engagement, and improve brand favorability and customer satisfaction. For researchers, Clashware provides user comments, segmented demographics and time-of-response tracking. For more information visit

About Sommerfield Communications

Sommerfield Communications ( is a full-service marketing communications, public relations and corporate communications consulting firm based in New York City, specializing in image management for financial, technology, professional services and emerging growth companies, as well as for not-for-profit organizations and educational institutions. Sommerfield's clients range from some of the largest, most recognized organizations in their industries to start-ups. Sommerfield's Pulse division is involved in various dimensions of opinion polling.

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Katarina Wenk-Bodenmiller
Sommerfield Communications, Inc.
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