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This is one of the reasons that I love the Obama campaign. They think outside the box.
http://www.joystiq.com/2008/06/21/mccain-campai...
The difference between what McCain did and what Obama is doing is that Obama is meeting gamers where they are. McCain attempted to make something go viral on facebook that was more or less meaningless in terms of associating McCain with anything of importance. I would say that it is a very bad branding job, just slapping the logo over an unoriginal game and thus, ineffective in terms of making potential voters curious about what McCain stands for. I think the comments on your link reflect that ;)
http://www.MoutonNoirWines.com