If you haven’t had a chance to check in on the UK Election, you’re missing out on a buffet of social media campaign initiatives. Take policy as an example. Typically relegated to heavy text on a campaign website’s policy pages, or in bulleted lists somewhere on the home page, both the Conservatives and Labour are instead using rich media to communicate their manifestos in digestible pieces.

Labour has released a series of interactive animated videos. As you’ll see below, these videos have viral potential – they’re engaging, entertaining and get the message across crystal clear. The use of embedded links within the video encourages viewers to interact with the Labour brand even deeper. Each video feels like a piece of a puzzle – you can’t help but click on the links to unlock the next piece.

Not as exciting, but still worth mentioning, the Conservatives have broken out each chapter of the policy platform into mp3 files. The inner policy wonk in you can download these to your iPod and listen to a female voice read the platform word by word. For the rest of us, it would make for some great bedtime listening the next time we’re experiencing insomnia.