As you may know, the Obama Campaign this week announced that supporters can sign-up to be the first to know about who Barack Obama’s VP nomination pick is via text messaging. Obama’s campaign has become the defacto case study on use new and emerging media for everything for fund raising, organizing and motivating his supports.
Garrett Graff writes an excellent op-ed piece in the New York Times, “Text the Vote“, on the three central reason’s why the text notification of Obama’s VP pick is more than just a candidate adopting the “latest tech fad”:
- Text Message increases turn out by 4% at $1.56/vote
“A study conducted during the 2006 elections showed that text-message reminders helped increase turnout among new voters by four percentage points, at a cost of only $1.56 per vote â€” much cheaper than the $20 or $30 per vote that the offline work of door-to-door canvassing or phone banking costs.”
- New Younger & Minority Voters are Effectively Reached via Text Message
“For Mr. Obama, who is building his campaign around bringing in new young voters and registering minority voters, thereâ€™s no more effective outreach than a text message. Cellphones, which legally canâ€™t be called by pollsters and canâ€™t be reached by campaign â€œrobo-calls,â€ are the most intimate form of communication technology today.”
- Build a SMS Phone List: VP Pick Notification as the Hook
“The move should add thousands â€” and more likely tens or hundreds of thousands â€” of cellphone numbers to what is already one of the most detailed political databases ever created.”
I’ve never heard of Garrett Graff before, but I’d keep his name in mind when it comes to how emerging media is changing the landscpae of marketing and PR – no matter if it’s for selling a consumer product or helping elect the next president of the United States.