If you’re an Israeli, the odds are very low you haven’t heard of #ארץחדשה. The question isn’t really whether you have, rather **why** you’ve heard of them. 

See, it’s a very interesting case of a party that has taken upon itself to lay down the very gory details of how the citizens of Israel have been abused by the connection between wealth & governance. 

No feather has been left unruffled. 

For me, there are two interesting aspects to #ארץחדשה’s campaign:

The first, it seems to be full of truth. The fact that not a single libel lawsuit has been filed against the party, or its two leaders, is proof of that. That’s scary within itself.

The second, #ארץחדשה’s campaign signifies a watershed moment in Israeli politics. It’s the first campaign who’s core is online.

Sure, the videos #ארץחדשהhas put out have had a natural viral coefficient. But that’s not what I mean. The interesting story is that much like the Obama/Biden 2012 online campaign was run like an online business (must read), so has this campaign.

Instead of hipsters with funky beards, the #ארץחדשה campaign has been run by this guy.

Itay is quite the character, but more more importantly, has significant web marketing experience under his belt (performance, mailers, you name it). He delivers traction to startups that seek distribution. Read this as ‘he knows how to move traffic’. 

And that’s the interesting story for me… You have a web marketer not pushing downloads, but a political party that is blacklisted from getting mainstream media exposure. 

The real reason why you’ve been hearing more about #ארץחדשה these past two weeks is not associated to a ‘fluke’. There was deliberate, professional, online maneuvering behind it.

If you’re running a startup, you should been taking stock of this tale right about now… The odds are stacked against you, of that there is no question. What is however, is what web marketer is in your corner making all the right moves?

And now, back to out regularly scheduled programming.