Paving the path to the White House, one text message at a time

160characters looks into the way text messaging played a key role in reaching voters in this presidential election and how Obama used the mobile medium in innovative ways. Excerpts:

Whereas McCain used mobile phones for traditional telephone canvassing, Obama turned to the medium of messaging to promote new speeches, important TV appearances and major rallies. If he was campaigning in your area, he’d let you know.

Innovatively the campaign also had the foresight to register a common short code (CSC) that numerically represents the word ‘Obama’ (62262). This code was used during the mobile message alert opt-in process and delivered subscribers issue-specific updates on subjects such as health care policy, education, and the war in Iraq.

Obama’s mobile campaign has been one that has worked at every stage.

Text messaging has proved to be a powerful tool in getting American voters to the polls. It has reinvented the “get-out-the-vote” machines and at $1.26 per voter, has also proved a more cost effective alternative to traditional campaigning methods, such as automated calls and door-to-door canvassing (which cost around $20-$30 per voter).

... Text message reminders to new voters increased an individual’s likelihood of voting by close to 5 percentage points. This is an increase similar to ‘quality phone call’ reminders but at a fraction of the cost.

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emily | 11:29 AM | SMS and Politics |
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