Mobile Marketing of Obama: TXT WE CAN
Posted: March 6th, 2009 | Author: Lee Gustafson | Filed under: Brands, Creative, Innovation, Social Media | Tags: Branding Campaign, Corporate Identity, Marketing Forbes, Mobile Content Management, Mobile Marketing, Wall Street Journal, Website | No Comments »
With its unprecedented use of mobile marketing, Obama for America is the most technologically sophisticated political campaign in history and is considered a breakthrough effort that stands as a best practice of mobile marketing for marketers across the globe.
Obama for America partnered with Distributive Networks, a technology provider of mobile content management and delivery for companies in media, sports, politics, consumer products and to engage supporters, mobilize volunteers and eventually propel millions of voters to the polls.
President Obama solidified his stature as one of the most recognized brands in the world by integrating new media like mobile marketing technology into a brilliantly designed and skillfully executed brand engagement campaign. No other candidate, cause, or even brand has ever launched such a wide-reaching, long-running, sophisticated mobile outreach effort.
Obama’s decision to announce his running mate by text message was the watershed moment for mobile marketing, a technology that has had trouble catching on as an advertising medium. The text message announcement was the single largest mobile marketing event to date, with more than 2.9 million text messages sent, according Nielsen Mobile.
Unlike most other technologies that already have been proven, this was text messaging’s coming-out party. Kevin Bertram, CEO at Distributive Networks.
In the midst of the presidential campaign, Distributive Networks selected Science Creative to redesign the company’s website and create its first branding campaign.
Starting with a new logo and corporate identity, we refreshed the Distributive Networks brand with a new website and developed a marketing campaign that tapped the essence of mobile content management with messaging like “What’s Nxt in Txt,” “Fresh Txt Delivered Daily” and of course, “Txt We Can.”
Since the launch of the campaign in 2008, Distributive Networks garnered high profile press and prestigious award recognition for its innovative use mobile technology. The company was featured in Forbes and The Wall Street Journal and received Politics Magazine 2009 Reed Award for “Best Use of Mobile Technology,“ the 2008 Golden Dot Award for Best Mobile/Text Messaging Campaign, the 2008 Global Messaging Award and the 2009 Gold Pollie Award for Best Use of Mobile Technology.