Social media launch for Labour's "memory stick manifesto"

Social media has formed a cornerstone of Labour’s election manifesto launch, where blogger and tweeter Ellie Gellard (@bevaniteellie) introduced Harriet Harman and Gordon Brown:

• A series of animated short films allow viewers to ‘dip in’ to Labour’s programme.
• This is the first manifesto launch with viral distribution at the core of its design.
• “Warm and traditional” retro design distinguishes offering from harder corporate-style Conservative branding.

Paper copies are accessible and of interest to a tiny proportion of people and this is recognised in a print run of just 2,500. Wading through a large PDF file isn’t much of an improvement so the party have worked with Ridley Scott Associates to produce a series of quirky videos. A 2m25s video is backed up by 30-second advert length clips on the economy, NHS and elderly care, families, communities, education and democratic reform.

Journalists arrinving at the Birmingham launch were presented with a memory stick featuring the manifesto and accomapnying videos:

Published from BlackBerry as broadband is on the blink. Grrrr!