Along with Apple, Coors, Nike, and Zappos, the Obama and McCain campaigns have been nominated as finalists for Advertising Age's "Marketer of the Year" Award, 2008.

Obama's campaign used innovative marketing techniques to brand the Democratic candidate as the agent of "hope" and "change," and mobilized young people to support him.

McCain's campaign reinforced the Republican's brand as a "maverick" and a "hero," and partially grabbed "the mantle of change" from his opponent, according to Advertising Age.