Early this morning, I received the following SMS:
We just made history. All of this happened because you gave your time, talent and passion to this campaign. All of this happened because of you. Thanks, Barack
Never before have we seen a presidential campaign that has completely embraced Mobile Marketing as the one for Barack Obama. Whether it made the difference in him winning the Presidency is debatable. However, it is clear that from this moment forward all future presidential campaigns will have to utilize "new media" to reach specific demographic audiences.
The Obama campaign used SMS from the beginning of the campaign. However, there were two activities that were especially successful in engaging individuals to accept the medium from the campaign:
1. During the Super Bowl in February, 2008 the campaign ran and ad that asked its supporters to send "hope" to 62262 or O B A M A to "opt-in" to SMS communications.
2. August, 2008 the announcement of Obama's Vice Presidential running mate was made exclusively via SMS.
The lessons learned here is the power of cross media plays when it comes to Mobile Marketing. SMS marketing, combined with Web or even TV advertising can significantly enhance the effectiveness of the medium.
Now, it will be interesting to see if Obama continues to utilize SMS once he moves into the White House. I will be eager to receive a text message stating:
The financial crisis has been solved! Thanks, Barack
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