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Zach Galifianakis brought the ferns, and President Barack Obama opened a new avenue of presidential communication.

The president urged young people to sign up for the new health care plan through an appearance posted Tuesday on the comic website Funny or Die, bypassing the news media and even previous favorites like TV talk show titans Jimmy Fallon and David Letterman. Instead, he chose to be a guest on Galifianakis' "Between Two Ferns," the digital short with a laser focus on reaching people ages 18 to 34.

The video reached 1 million views within three and a half hours of posting and was adding more at a pace of 1 million per hour in the middle of the day, according to Funny or Die. The website was briefly the number one source of referrals to Healthcare.gov, the Obama administration said, with some 19,000 people navigating directly from the video to the health care website in the first few hours.

"Gone are the days when your broadcasts or yours or yours can reach everybody that we need to reach," Obama press secretary Jay Carney said to broadcast journalists at the White House press briefing Tuesday.

With 4 million viewers, Obama exceeded in six hours the typical audience he would get by appearing on television shows hosted by Letterman, Fallon, Jimmy Kimmel, Seth Meyers, Jon Stewart or Stephen Colbert. That doesn't count the ancillary views clips of the interview aired repeatedly on CNN. And the video was a topic on Howard Stern's radio show. By nighttime, the video had more than 8 million viewers.

As hip as Fallon and Kimmel may be in some circles, their audiences skew older a median age of 52.7 for Fallon and 56.2 for Kimmel during the last week of February, the Nielsen company said.

For Web entertainment, it's a moment that rivals Emmy or Golden Globe nominations for Netflix's "House of Cards." And in presidential annals, it breaks form much like Richard Nixon did with his awkward jokes on television's "Rowan & Martin's Laugh-In."

In the clip, Galifianakis peppered Obama with awkward questions, including whether he'd locate his presidential library in Hawaii or Kenya.

"What's it like to be the last black president?" he asked.

"Seriously?" Obama said. "What's it like for this to be the last time you ever talk to a president?"

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Obama Pitches His Health Care Plan on Funny or Die