Earlier on NBC4:
After the investigative report on Olympics-watching inside Applebees and before the third mention of the weather, political reporter Patrick Preston packaged up a smart little marketing story featuring the unstoppable duo: Advergirl and Obama.
Ok, so the Obama part was a totally canned national bit. And, I had on the biggest earrings ever. Still.
Anyway, since I don't know anyone who's actually home at 6, let alone 5, here's the perspective:
Smart approach for one big reason: The national media will cover his pick no matter what. The question is: what else can the campaign get out of the announcement?
Answering that question with this texting tactic is smart strategy for a couple of reasons:
1- It differentiates Obama. He's running against an older candidate supported by a political machine. This reminds people that he's a younger candidate riding a groundswell of support from $100-and-under donors.
2- It engages supporters. The campaign has made personalization its hallmark. It started with dynamically assembling each communication based on individual supporter data. And, now it comes to life by talking the way we talk, in the mediums we talk. The result is a sense of approachability - a sense that he thinks like us (only, of course, way smarter... we hope).
3- It activates those supporters. Text messaging is the ultimate "in the tent" communication. Recipients feel like they are the first to know and that creates another conversation about the candidate - one where you share the scoop (with anyone who will listen).