(A post by blog-guest, Kevin VILLERT)
Last evening i was watching CNN for my daily fix of news in the world. But today is a special day, it was all about Obama’s nomination of his VP. Every five seconds at the bottom of my TV you could read: “Obama: I’ve decided on my running mate” and also something like “McCain cuts into Obama’s lead”. Yes, McCain is ahead in the polls, but the news focus on Obama. Why?
Because he won’t tell us who he chose.
Like a Hitchcock “chef d’oeuvre”, Obama maintains the suspense. And then! I discovered that the presidential candidate will announce his VP on his website! Good good! I’m so excited! I go online, enter HIS website and land to this page.
What i find out is that Obama will personally send you a text message and an email to inform you personally the nomination. And before the journalists (even more exciting)!
Real-politic or political marketing genius?
I vote #2. Why?
Pros:
* three words: “engagement, engagement, engagement”
* it’s personalized: I’m already peeing in my pant to the idea i’ll receive a SMS from Obama! I have never been a fan, but i just ordered his t-shirt on his website. That I will wear all nights until his election.
* it differentiates Obama: “Oh! McCain is such an old man, he does not know what is a text message!”
* it attracts the attentions: the buzz is everywhere now.
* he recruits prospect supporters: now you will be spammed daily by Obama. Here i imagine a subject line: “Give $10 donation and receive a free Obama Bobble-head”
* and activates his supporters: “You know O. anytime you have the blues you can call me for some good advices.”
Cons:
(send me your list)
Stay tuned.
This is a quite creative usage of an interactive media. However i would be worry about the older generation who doesnt have mobile phone and dont know what SMS is. I am not an expert of US market or political scene but i am sure USA is suffering from ageing as Europe.
Actually it’s even smarter, Obama’s core target is between the young families to students. And usually with good education level. So in this population i assume they all know to send an email or text message.
In my opinion it was a great (not too expensive) way to reach and create a platform where they are all familiar with. Most important this campaign would easily differentiate from McCain’s and recruit new supporters. You have to know that the old population is mostly voting for McCain. So i have no worries about the success of this campaign, however the end was not that successful…