The organization style of the campaign was also unprecedented, as it relied heavily on the distributed backbone of the internet to galvanize supporters. This reflected Lessig’s deep familiarity with digital networks, and social networks like Reddit became hotbeds of organizing. We achieved viral buzz online through a thoughtful combination of both traditional (mainstream, TV, print, etc.) publications and lightning-speed, real-time online outreach through email, SMS, Google Groups, Reddit channels, and popular social media networks. Rather than invest time and money into physical campaign sites and TV ads, we cultivated online groups of ambassadors and advocates who re-broadcast the message online as well as through a custom-designed automated phone banking tool we developed jointly.