The United Kingdom’s Channel 4 recently aired this segment on the Obama campaign’s groundbreaking new media strategy.

The campaign’s New Media Director and BSD founding partner Joe Rospars talks about how the campaign made the website a “gravitational force” on the campaign and how it allowed users to attend events and take action in every corner of the country.

But most importantly, Joe points out why the campaign succeeded: it took ordinary people seriously.

Engaging, empowering and “respecting people every step of the way” were the guiding principles of the campaign–and they came directly from Barack Obama at the top. After all, as a community organizer–he knows a little something about how to talk to his neighbors.

And a special shout out to BSD’s own Kyle Rush, Megan Rollins and Jared Laser–who we believe have just made their respective debuts on British television.