A Web Feature is a way for campaigns to tap into the more entertaining or educational angle that many viral videos have. Many people, browsing the web may not want to watch a typical campaign speech or ad. Web Features tend to be longer pieces, have higher production value, more complicated storylines, and seek to reveal a different side of the candidate.

Hillary Clinton had a huge early success with Web Features with her “Sopranos” spoof. Her campaign, “sought to catch the wave of a pop-culture phenomenon, mimicking that famous diner ending (some would say non-ending) and even scoring a cameo from the character Johnny Sack” (Noveck). The campaign estimates that, “half a million people viewed it on the Clinton site the first day, another half million the next day, and so many on Google Inc.'s YouTube” (Noveck). She enjoyed similar success with “Hillary and the Band”, a video designed to attract young people.

Barack Obama used a Web Feature to share a more detailed and slick biography designed to introduce himself to unfamiliar voters. It would have been too long for television, and would not have fit into stump talking points. Instead it serves as a mini documentary. His campaign has left much of the humor up to its supporters. Other web features include an extended discussion with students about race, again in mini documentary form.

John McCain has launched a web series on American values, emphasizing patriotism and his war record. Mitt Romney as part of Mitt TV, would post more behind the scenes fun, like his son prank calling him as Arnold Schwarzenegger. Ron Paul often would turn and face the camera and give extended talking points.

The Web Feature is a tool that must be used carefully. Too long and dull, and people will switch away. But if done correctly, it can be an effective tool for delivering a message.