2008 is the year of the “techelection.” Presidential candidates (Democrats in particular) are not only campaigning on social networks, but extending their outreach to the handset in an effort to win over younger voters.
Barack Obama, who already won the youth vote in both Iowa and New Hampshire, has relied on an extensive mobile network to share information about his campaign since launching his service back in June (throwing in complimentary Obama bumper stickers for early joiners). By texting “GO” to 62262 (”OBAMA”), Obama Mobile users can access four handset wallpapers, six ringtones (mocked by Jon Stewart), and find out about local Obama events and appearances.
Obama Mobile also features an interactive component, allowing users to text queries to 62262 and receive personalized responses from Obama staff. In August, U.S. News and World Report tested the service by texting, “How does your health care plan differ from the other Democratic candidates?” to the campaign. Three hours later, the magazine received a text response: “Barack believes each American deserves affordable & quality healthcare & is committed to achieving this in his 1st term: barackobama.com/issues/healthcare.” Texting key topics like “HEALTH” and “IRAQ” to Obama’s number will enlist you for specific issue updates as well. Obama had been advertising these mobile services by telling supporters to text their numbers and questions to his campaign. Last summer, 600 supporters took him up on his request following the CNN/YouTube debate.
The campaigns of Hillary Clinton and John Edwards also sport mobile services, but their capabilities aren’t as extensive as Obama’s. Clinton supporters can text “JOIN” to 77007 to receive regular updates from the campaign, including messages and photos targeted towards their area. Likewise, Edwards fans can text “TODAY” to 30644 to get similar mobile updates and brief platform outlines. Supporters can also track and message him via Twitter (along with Obama, of course).
New statistics indicate that mobile campaign strategies aren’t just hype, they deliver results. CBS Mobile News’ Cali Carlin recently reported that text messaging is a significantly cheaper way for campaigns to reach their supporters than traditional methods. During the 2006 midterm elections, direct mail cost about $67/vote, door-to-door precinct walking was $30/vote, cold calling $20/vote. This election cycle, texting costs as little as $1.50/vote. It’s cheap, but it also spurs action. A study from political scientists at the University of Michigan and Princeton University found that 2006 election voters who received text message reminders from candidates on election day were 5% more likely to vote.
While no Republican presidential candidates have launched mobile services (one Ron Paul supporter thinks its about time they should), the Fox News Channel, which hosted the Republicans in a New Hampshire forum Sunday, has reportedly benefited from including mobile additions to its coverage. Steve Leonard, the head of off-deck operations at Metricity, said that mobile voting during recent Fox News debates proved overly successful.
But if mobile politics are giving you a headache, there’s “The Mobile Ring” from Cellufun (mobile at wap.cellufun.com). This mobile game lets users enter virtual boxing matches with their least favored candidates—or pit them against each other. Who needs mobile primary coverage when you can see Obama and Clinton throw punches?
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1 Obama as the First “Wiki-Candidate” // Jun 25, 2008 at 9:01 am
[…] the primary election, Barack Obama rocked his own shortcode, Twittered to supporters and even created his own social network. Major publications are crediting […]
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