Case Study: Rep. Chris Murphy, CT-05

“We were able to get with Bullseye a team that was ready to adapt to a lot of the new methods that we wanted to introduce on the internet. I think we attracted some folks to our campaign that might otherwise not have found us because of the interactions we were able to do on the web.”
- Rep. Chris Murphy

The Set Up
In middle of the 2006 mid-term elections, State Senator Chris Murphy was locked in a heated battle over Connecticut’s Fifth Congressional District with incumbent Rep. Nancy Johnson, who had been in the US House of Representatives since 1983. As national attention turned onto the campaign, Murphy decided it was time to upgrade his website.

The Challenge
The Murphy campaign needed a new site done fast and well with the flexibility for his team to innovate online. That’s why they called Bullseye to get the job done.

The Process
Under a tight 36-hour deadline, Bullseye designed, developed and delivered an entirely new web experience for both visitors and for the campaign. Bullseye created a completely new user interface designed around the campaign’s “New Leadership. New Energy” message, bringing together various media types into one package. Bullseye worked closely with Murphy’s media consultant, posting new TV spots the second the ads entered rotation and backing those ads with special web-only integrated content. When the Murphy campaign aired its “Drug Money” ad that called into question the massive amount of money drug companies had given to Nancy Johnson, Bullseye was ready with integrated online content that pushed the message of “Drug Money” further.

The Results
Bullseye’s solution for Murphy was built around easy-to-use content management system (CMS) that made updating all aspects of the new website simple and quick. As Murphy went door-to-door in every Fifth District town, he did it camera-in-hand. The videos were uploaded to the site along with photos and commentary from various staff members. With a simple but powerful CMS, Murphy and his staff were able to film during the afternoon and have the video, photos and commentary online by early evening.

In November 2006, Murphy unseated his 12-term incumbent opponent, becoming one of Congress’ youngest members.