Texting and Presidential Elections

By: Scott Hornstein, Principal Hornstein Associates.

Mobile marketing is tailor-made for political campaigns, giving them the ability to put a compelling message in each individual’s hand.

Mobile entertainment community Limbo recently conducted a 1-million SMS campaign for the Obama and Clinton campaigns, which produced some impressive results according to post-campaign research:

• 56 percent said they were happy to receive the messages (the 25–34 age bracket was happiest)
• 6 percent said they changed their voting intentions a lot
• 22 percent said they changed their voting intentions a little
• 14 percent came away with a more positive perception of the candidate
• 37 percent paid more attention to news coverage about the candidate
• 13 percent would have preferred not to see SMS advertising from political candidates

Statistics help us to understand the overall potential.

However, let’s take a step back and look at the subjective: How effectively each of our presidential candidates
using the 160 characters effectively in a text message to communicate and motivate?

Subjective in this sense means, of course, how I see the world. The following are my observations, uncorrupted
by preference because as I sit here, and in the interest of full disclosure, my vote would go to throwing the bums out.

Senator Obama’s staff is using SMS most effectively to support his campaign and their overall message. They have concentrated on database building and exploiting the viral potential.

The Obama campaign’s use of language is inspiring: “One voice can make a difference. Make that voice yours. Fwd this msg and make sure all your friends vote today for Barack.” Or, “People who love their country can change it …”

This is in contrast to Senator Clinton’s campaign which appears to be using text as an afterthought,
with more of a directional or logistical approach: “Election Day – don’t forget to vote! Every vote counts
in the race for the nomination. Thank you so much for your support.”

Constituents were also invited to cast their vote via mobile for the Clinton campaign song.

While Senator McCain’s Web site requests your mobile number I am unable to find reference to or examples of their mobile engagement.

Former Senator John Edwards’ campaign pushed the mobile marketing envelope, using mobile in concert with other media and promoting interactivity.

Most interestingly, the Edwards campaign launched a site dedicated to posting his text messages while he traveled the country.

SMS messaging is a powerful political force throughout the world, for both good and ill.

In Spain, text was used to organize demonstrations prior to the recent elections. In the Philippines, text messaging has included political bombshells and rank misinformation.

In Togo, the High Authority for Audiovisual Communications (HAAC) has prohibited texting by the ruling party because voters viewed the SMS as an intimidation, calling them “unfair propaganda” and an “illicit practice.”

About the Author:
Scott Hornstein is principal at Hornstein Associates, a direct marketing consultancy in Redding, Conn. Clients include Microsoft, HP, The Phoenician. He is the co-author of Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing (McGraw-Hill). Contact: (203) 938-8715; scott@hornsteinassociates.com.