The internet will be a major force in this federal election campaign, and that could make it more unpredictable than ever, says an Ottawa communications consultant.

"This is truly going to be an internet campaign," said Barry McLoughlin, co-owner
of McLoughlin Media, a communications training firm with offices in Ottawa and Washington, D.C.

"Everything that you do will go through not just the traditional broadcast … but
it's going to absolutely put it on the mobiles, the BackBerrys, the iPhones and the laptops of people right across this country. So you won't be able to get away with anything."

McLoughlin pointed to the campaigns for the Democratic and Republican presidential nominations in the U.S. as a sign of things to come. During that campaign, millions
of people viewed a YouTube video titled, I have a crush on Obama, supposedly
produced as a joke. The music video featuring young women in tight T-shirts and bikinis fawning over photos of Barack Obama was viewed by millions.

With online media such as blogs and videos, you may be able to reach a new
audience and get them interested in politics, says Genevieve Desjardins. With
online media such as blogs and videos, you may be able to reach a new audience
and get them interested in politics, says Genevieve Desjardins. (CBC)

"Stéphane Dion would die for this," McLouglin said as he watched the video, adding that third-party endorsements like that are often more persuasive than ads paid for by parties themselves.