2012 Presidential Campaign: Mobile Marketing to the White House

2012 marks the first presidential campaign where text (SMS) messages sent to mobile phones are making a significant difference in campaign contributions. How did the two candidate’s campaigns use mobile marketing to inform, solicit donations and get out the vote?

Best articles from the election year related to mobile marketing:

“In a rare sign of bipartisan unity, the Federal Election Commission unanimously approved a proposal late Monday that will allow federal candidates and campaign committees to accept political donations via text message.” Obama, Romney can now accept donations via text message ABC/Yahoo News, June 12, 2012

“Mitt Romney’s campaign joined Obama’s in pushing for the FEC to make this ruling, suggesting there’s plenty of grassroots fundraising enthusiasm on both sides.” Who Benefits From Text Message Donations? Everyone! Slate, June 12, 2012

“President Barack Obama’s campaign announced in a press release Thursday that it will become the first U.S. political campaign to accept small dollar donations via text messages.” Obama campaign accepting text donations, Huffington Post, August 13, 2012

“If the government wants to find out whom you are calling, e-mailing, or texting and when, they can obtain that information without obtaining a warrant from a judge.” Text Message Donations Good for Democracy, Risky for Privacy Wired, August 17, 2012

AT&T To Accept Text Political Donations Without Huge Fees “the second-largest U.S. wireless carrier, will join all other large phone companies in accepting political donations by text – and will do so at much lower rates.” September 21, 2012

While “unsolicited automated text messages are against the law, some political advertising firms have found a way around the ban.” Is political text message spam legal? Los Angeles Times September 26, 2012

Text ‘CASH’ to politicians “The most expensive presidential campaign in history is tapping a new outlet for political contributions:  Text messages.” KHOU Houston, September 27, 2012

“This presidential election, the big winner may well be mobile advertising” Mobile Goes to the Polls Media Post, September 28, 2012

Romney and Obama are “peppering their campaign advertisements with pitches to contribute $10 via text message.” The Fight for the $5 donation October 1, 2012

Both campaigns have utilized mobile advertising. “The Obama campaign recently made headlines for placing advertisements in Electronic Arts (EA) mobile games — such as Battleship, Tetris and Scrabble, but the Romney campaign has used mobile advertising on Facebook and purchased ads on both Apple’s iAds and Google’s mobile platforms.” The Rise of Mobile in Election 2012 October 2, 2012

“Obama’s campaign and the DNC together raised nearly $115 million in August. Their take was likely even bigger in September, thanks in part to the Democratic National Convention, where campaign manager Jim Messina urged supporters to embrace a new method of donation via text messaging.” $1-billion campaign in reach for Obama Los Angeles Times, October 2, 2012

“27% of registered voters who own a cell phone have used their phone in this election campaign to keep up with news related to the election itself or to political issues in general.” according to a Pew Research Center study, October 9, 2012.

“In the past few weeks hundreds of thousands of people have donated to Obama and Romney with their cellphones” Will Text Message Donations Rock the Political Landscape? Rolling Stone, October 10, 2012

“Obama’s campaign has also spent an outsized chunk of its political cash – almost $365,000 so far in the 2012 campaign – on text messaging, which both campaigns use to remind voters of upcoming events or donation deadlines. Filings do not show a comparable number for Romney.” Q+A: Presidential campaigns invest in grass-roots efforts Chicago Tribune / Reuters, October 16, 2012

Romney holds last fundraiser but “the GOP candidate will continue to accept donations through his website, by mail and via text message.” CNN, October 20, 2012

While text donations are an important part of the campaign there are restrictions: ” text contributions from individuals are limited to $50 per month and $200 total per candidate.” Tech has changed political fundraising, voter registration and fact-finding, too October 20, 2012

“10% of 2012 presidential campaign donors have contributed via text message or cell phone app. Democrats are more likely to contribute online or directly from their cell phone, while Republicans are more likely to contribute in person, by phone call, or via regular mail,” according to a Pew Research Study, Presidential Campaign Donations in the Digital Age, Oct 25, 2012

“The V-Spot Campaign gives young voters the resources to map out where they need to be on Election Day, making it more likely they will actually cast their vote.” Young People Will Vote If You Text Them, Huffington Post, November 5, 2012

CNET lists “apps to tap for an up-to-the minute perspective on the various battles” of Election Day, Our favorite free apps for Election Day 2012, November 5, 2012

“Mobile technology is a big part of the election endgame for both presidential campaigns, but right now the efforts are focused more on turning Mobile Apps Help Campaigns Track Voters, National Journal, November 5, 2012

“Rock the Vote has been relying on mobile heavily this election season” including SMS text messages and QR Codes. Rock the Vote ties location and mobile to drive Election Day turnout, Mobile Marketer, November 6, 2012

Team Obama sent SMS messages “about once a week” says Steve Smith in Hey, Mr. President! Does This Mean You Can Stop Assaulting Me With Messages Now? November 8, 2012

“According to metrics gathered by payvia from various public sources, 37% of all voters used mobile devices to get or discuss political information, but among a key youth demographic — 18- to-34-year-olds — 56% were found to discuss political candidates over their mobile devices.” Mediapost, The M-Election: Mobility Enhances Donations And Citizen Scrutiny, November 12, 2012