Lessons from the 2008 Presidential Campaign:

Utilizing Mobile Communication to Reach Candidates and Engage Employees

January 13, 2009

7 of 12

The mobile website* that the Obama campaign used was optimized for use with smart phones. In order to capture data about people who were enthusiastic about Obama, it used an opt-in system – to participate, you had to say so – and then captured the respondent’s zip code. In this way it began to build basic demographic data.

The mobile campaign encouraged supporters to go viral with Obama’s message, through the use of “tell a friend” incentives and other opportunities, such as getting Obama’s voice as a ringtone.



*Mobile websites are designed to allow and facilitate interaction with mobile digital devices, especially smart phone technology.

7 of 12