When I first heard about Obama’s plan to text message his VP choice I leaned back in my chair and said, “Wow, what a great strategy.” The idea aligns with Obama’s brand by embracing technology and a youthful approach to communication. It also delivers much more to his campaign in the form of databases and buzz.
Individuals are invited to visit barackobama.com to register for a text notice. Of course you have to provide your name, zip code, email address and cell number. This valuable information now positions the Obama team to send me e-mails and text messages for the next couple of months. It also created another opportunity for grass-roots donations after registering for the message.
Another great value in this strategy is the buzz it generated among people and the various news agencies. The night of the “text” notification had the TV news networks buzzing with one pundit holding his cell phone throughout the interview waiting for the device to buzz with the much anticipated announcement. Every reference was no doubt driving legions of opt-ins building what has to be the biggest political database for any candidate.
I’ll admit it. I took my cell phone to to bed last night so I shouldn’t complain about my 3 a.m. “wake-up call”. What did frustrate me was that once again the media got to the story first and the Obama camp was unsuccessful in keeping a lid on it. The story broke on the airways around midnight.
I wonder what the original plan was for the big announcement. I would assume that in the best case scenario my cell phone would have buzzed within minutes of Obama stepping to the podium and introducing his running mate. This would have been known as the “Great Eyeball Switch” as millions went from the mobile devices to the nearest TV to witness history.
I believe this is part of a growing trend that merges the three screens – TV, computer and cell. Marketers who successfully connect with people in all three platforms will likely drive more than mindshare. The challenge is that each screen requires different ad strategies to engage audiences. TV viewers are focused on viewing programs, while the computer/mobile user is multi-tasking (emailing, searching, texting, surfing and calling).
Advertising has undergone many transitions with TV and the Internet. Mobile is a fairly new territory for marketers, especially on a local level. Many plans are in the idea phase but there’s no doubt the future winners will effectively use all three platforms.
Last year more than 250 million ads were delivered to iPhone users. Right now mine is turned off so I can get some sleep. Make sure you text in your comments . . .
Steve Burlison
Catalyst Advertising
Individuals are invited to visit barackobama.com to register for a text notice. Of course you have to provide your name, zip code, email address and cell number. This valuable information now positions the Obama team to send me e-mails and text messages for the next couple of months. It also created another opportunity for grass-roots donations after registering for the message.
Another great value in this strategy is the buzz it generated among people and the various news agencies. The night of the “text” notification had the TV news networks buzzing with one pundit holding his cell phone throughout the interview waiting for the device to buzz with the much anticipated announcement. Every reference was no doubt driving legions of opt-ins building what has to be the biggest political database for any candidate.
I’ll admit it. I took my cell phone to to bed last night so I shouldn’t complain about my 3 a.m. “wake-up call”. What did frustrate me was that once again the media got to the story first and the Obama camp was unsuccessful in keeping a lid on it. The story broke on the airways around midnight.
I wonder what the original plan was for the big announcement. I would assume that in the best case scenario my cell phone would have buzzed within minutes of Obama stepping to the podium and introducing his running mate. This would have been known as the “Great Eyeball Switch” as millions went from the mobile devices to the nearest TV to witness history.
I believe this is part of a growing trend that merges the three screens – TV, computer and cell. Marketers who successfully connect with people in all three platforms will likely drive more than mindshare. The challenge is that each screen requires different ad strategies to engage audiences. TV viewers are focused on viewing programs, while the computer/mobile user is multi-tasking (emailing, searching, texting, surfing and calling).
Advertising has undergone many transitions with TV and the Internet. Mobile is a fairly new territory for marketers, especially on a local level. Many plans are in the idea phase but there’s no doubt the future winners will effectively use all three platforms.
Last year more than 250 million ads were delivered to iPhone users. Right now mine is turned off so I can get some sleep. Make sure you text in your comments . . .
Steve Burlison
Catalyst Advertising
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