The Short Code Marketing Opportunity.
November 17, 2008
In August 2008, Barack Obama’s presidential campaign made either history or political spectacle when it attempted to announce Joe Biden as the vice presidential candidate over SMS text message.
Before the campaign could send the text message announcement to supporters, mass media scooped the news and broke the story, but the magnitude of the campaign’s mobile efforts is noteworthy.
Nielsen estimates that the Biden text was received by 2.9 million mobile phone users in the U.S. over the course of that weekend last August, making it one of the biggest, broadest mobile marketing stunts to date.
Why make such an important announcement over a text message, though? It’s no new insight that the media landscape exploded in the past decade to yield dozens of new marketing channels. Why tap text messaging as the outlet for one of the campaign’s most important messages? Surely not for buzz alone …
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