After watching the vid (at 1.5 speed, thanx):
-Nice branding, nice narrative (for most of the middle-and-upper-class audience, of course), excellent marketing design. Since 'kits' are sold, I think the proper term for this is iActivism.

-Music had a nice thump when it had to, building up expectation. Sounded much like a movie trailer (COMING IN 2012!).
-Didn't show the really ugly stuff except in some flashes (did you even notice there is no blood or injured people in hospitals? The only red you'll see is in their 'Kony' shirts), appeals to the 'awwww' factor when showing the clean white blonde kid. The poor traumatized black kid appears for a bit, but when showing him as a grown man he is 'whitefied' and happy. Yay! No other significant black character is shown in the vid-no need to hear more sad stories, they're probably all the same. Also their personalities. Also, god forbid any of them actually joined the rebels because they agreed with some of their ideals or any of them actually reveal that this is a highly complex conflict, and that their culture is different from ours.
-We know rebel groups are baaaaad and the local army is gooooood (oops, ignore that comment if you are in Syria or were in Lebanon, or if you watched Star Wars, of course). The UN is nice but they can't do squat (because they're sissies anyway like the Europeans, but let's not say it out loud). But Obama is good and he sent the (good!) Ugandan military some advisors. Yay!
-The narrative itself is nice, because it's told from the viewpoint of a white middle-to-higher-class USA young and handsome male who wants to defend his own interests and his son's, not from any of the actual victims I can't relate to.
-Best of all: we get to feel totally guilt-free (and maybe earn some fuel for some moralist random 'freedom fighting' invasion in a country abroad?) for the cost of less than a videogame console. If we really cared about Africa we'd actually have to read some stuff (booooooriiiing) about the current situation and history there instead of just watching a 30' vid, and that's too much; putting some (few) $$$ comes with less of a brain effort and makes us feel like we're saving the world anyway! Yipeee!