Au lendemain des primaires cruciales du Texas et de l’Ohio, John McCain est officiellement investi par les Républicains, tandis qu’Hillary Clinton crée la surprise en revenant dans la course démocrate grâce à ses victoires au Texas et dans l’Ohio.
Comme depuis le début de la campagne, la communication online a joué un rôle important dans ces scrutins, les candidats ayant redoublé d’efforts pour motiver les électeurs à se déplacer. Les deux jours précédent le 4 mars, les QG de campagne ont envoyé chacun 2 à 4 e-mails avec des vidéo de soutien à faire suivre à ses contacts, un rappel des heures de vote, ainsi qu’un lien vers un localisateur de bureaux de vote.

Le ton dans ces e-mails est tout à fait différent selon le parti : tandis que les équipes démocrates commencent souvent par un “Friend” ou “Dear Friend” et signent par leur prénom, le staff de John McCain est beaucoup plus solennel et envoie parfois de simples communiqués assez impersonnels. Les bonnes pratiques de l’e-mailing, issues des techniques du marketing online, sont plutôt mieux maîtrisées par les démocrates, avec des conceptions graphiques plus abouties. Enfin, c’est Barack Obama qui a le mieux exploité son site web pour tenter de convaincre les électeurs de dernière minute du Texas et de l’Ohio, comme le montre cette article de Pam Pohly, bien qu’au final cela n’ait pas suffi à renverser la vapeur.

C’est au lendemain des résultats que les différences de points de vues sont intéressantes à observer dans les e-mails envoyés. John McCain, officiellement vainqueur parmi les républicains, remercie ses électeurs de leur soutien et les invite aussitôt à préparer la difficile bataille contre les démocrates en faisant un don important (de 25$ à 1000$); il n’oublie pas de rappeler que son programme prévoit de diminuer les impôts, sous-entendant ainsi que ce don serait un investissement dont ils pourraient au final tirer des bénéfices. La page d’accueil de son site web se pare pour l’occasion d’un panorama digne du film “No Country for Old Men”.
Entre Hillary Clinton et Barack Obama, la différence de traitement est très marquée. Le mail d’Hillary a pour objet “an incredible feeling” et explose littéralement de joie, se félicitant de ne pas avoir été mise KO par son adversaire, et enjoignant ses supporters à se rendre sur son site pour continuer le combat. Barack Obama, lui, a la mine un rien crispée et refuse de parler de défaite. Son mail intitulé “what happened today” met en avant le fait que de nouveaux délégués ont été gagnés au Texas et dans l’Ohio, et rappelle que la compétition continue pour faire triompher l’Espoir et le Changement malgré les “tactiques”, les attaques et les distorsions dont il se dit être la cible.

Les vidéos diffusées par les clans d’Hillary Clinton et Barack Obama avant les élections de mardi :

Ci-dessous les verbatims des e-mails envoyés par John McCain, Hillary Clinton et Barack Obama.

John McCain :

Dear Supporter,

Last night, we did it. We won the Republican nomination. It was a long, up and down journey, but we stuck together, spoke honestly to the American people, and our steadfast determination has paid off. You have my thanks and undying gratitude for your unwavering support.

As we come to the end of our party’s primary contest, we begin what will certainly be a spirited and hard-fought campaign against the Democratic nominee. In November, Americans will have a clear choice to make. And I intend to fight as hard as I can to make it very clear that I am the candidate with the experience and leadership to serve as our commander in chief from day one.

My friends, I write to you today because I know we have a great challenge ahead of us. This campaign will be more expensive than any other in our history and I ask you today to support my campaign by making a generous contribution of $50, $100, $250, $500 or $1,000.

As president, I intend to reduce the size of the federal government, reduce your tax burden and win the war against Islamic extremists. My Democratic opponents will increase the size of the federal government, raise your taxes and withdraw our troops from the front lines based on an arbitrary timeline.

I have said before that this election will be about big things, not small things. And as president, I will make the hard but necessary decisions to lead our country in solving our greatest challenges. Today, we must unite as we face either Hillary Clinton or Barack Obama in November. I ask that you join me today and make a financial commitment to help our campaign replenish our resources.

I thank you for your support and look forward to the campaign that lies ahead of us.

Sincerely,

John McCain

P.S. My friends, now that I have secured enough delegates to be the Republican nominee for president, I ask that you support my campaign by making a contribution right away to replenish our campaign funds. As we end our primary contest and begin what will be a competitive general election against the Democratic nominee, I stand ready to lead our nation as we face great challenges, and it is my hope that you will join my campaign today. Thank you.

Hillary Clinton :

It’s a pretty incredible feeling, isn’t it? After our victory in Texas tonight, along with victories in Ohio and Rhode Island, we have the momentum, thanks to your will, determination, and hard work.

Some people were ready to count us out. But you and I proved them wrong, just as we have every time they tried to declare this race over prematurely. And we’re going to keep showing them exactly what we can do.

We’re going to do it for everyone across America who’s been counted out — but refused to be knocked out. For everyone who’s stumbled — but stood right back up. And for everyone who works hard — but never gives up.

I hope you enjoy our victories tonight as much as I am. We won this one together, and that makes it that much better. Thank you so very much for all you have done for our campaign.

Let’s build on this remarkable momentum. Each and every one of you can make a statement tonight by going to www.hillaryclinton.com

Thank you so much, Texas, for everything you did to make this night possible.

All the best,
Hillary

Barack Obama :

Friend –

We may not know the final outcome of today’s voting until morning, but the results so far make one thing clear.

When the dust settles from today’s contests, we will maintain our substantial lead in delegates. And thanks to millions of people standing for change, we will keep adding delegates and capture the Democratic nomination.

We knew from the day we began this journey that the road would be long. And we knew what we were up against.

We knew that the closer we got to the change we seek, the more we’d see of the politics we’re trying to end — the attacks and distortions that try to distract us from the issues that matter to people’s lives, the stunts and the tactics that ask us to fear instead of hope.

But this time — this year — it will not work. The challenges are too great. The stakes are too high.

Americans need real change.

In the coming weeks, we will begin a great debate about the future of this country with a man who has served it bravely and loves it dearly. And we will offer two very different visions of the America we see in the twenty-first century.

John McCain has already dismissed our call for change as eloquent but empty.

But he should know that it’s a call that did not begin with my words. It’s the resounding call from every corner of this country, from first-time voters and lifelong cynics, from Democrats and Republicans alike.

And together you and I are going to grow this movement to deliver that change in November.

Thank you,

Barack