This article is based on a comparative study of online campaigning and its effects by country and over time, using four of the largest European Union member states (France, Germany, Poland and the United Kingdom) as a case study. Our research explores the extent of embeddedness of online campaigning, the strategic uses of the whole online environment and in particular the use of the interactive features associated with web.2.0 era. However, our research goes beyond studies of online campaigning as we also determine whether online campaigning across platforms matters in electoral terms. Our data support the normalization hypothesis which shows overall low levels of innovation but that the parties with the highest resources tend to develop online campaigns with the highest functionality. We find that there is a vote dividend for those parties which utilized web.2.0 features the most and so offered visitors to their web presence a more interactive experience.