Online spoofs give the public a key role in election

'It won't be "The Sun Wot Won It" in 2010 - it'll be the son, daughter, work colleague and friend'.

The Conservative Party's latest poster campaign attempts to persuade Labour voters to switch their allegiance and vote Conservative.

But within minutes of the poster launch on Monday, doctored versions of the 'I've never voted Tory before' posters were being uploaded to websites such as The latest series of spoofs echo the widespread web mockery that greeted the party's New Year campaigning blitz, featuring the notorious 'airbrushed' photograph of Tory leader David Cameron.

David Prescott, MD of digital campaign consultancy Game Changer, is understood to be behind much of Labour's online campaigning to date. He said: 'Anyone can create witty and engaging creatives at a fraction of the cost and time of hiring an ad agency. Parties should book the poster space, give the public a loose brief and the tools to make the ads, and publish the best. Then allow them to pass on the ads using their social networks.'

Meanwhile, Tory supporters have been quick to mobilise and have also been using Twitter and blogs to hit back.

Prescott added: 'It won't be "The Sun Wot Won It" in 2010. It'll be the son, daughter, work colleague and friend - personal endorsements promoted through Facebook, Twitter, email and word of mouth.'

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