his supporters on a personal level free from the spin afforded by mainstream media. It was further used to direct supporters to online content where they could learn more about getting involved or how they could donate to the campaign. Perhaps the most notable use of mobile technology occurred when Obama announced Senator Joe Biden as his running mate. Prior to the announcement, the campaign gave supporters the opportunity to sign up for a txt alert the moment Obama made his decision. The response was huge and when the decision was made, the alert was delivered to over 2.9 million supporters.
Since the success of the Obama campaign, candidates have endeavoured to find new ways to harness the benefits mobile marketing offers. In 2010, the senatorial campaign of Republican candidate Scott Brown created a mobile application that instructed users on how they could contribute to the campaign, either financially or by donating their time. The enthusiastic response this received was an important factor in Brown’s improbable victory.
With the midterm elections fast approaching, campaigns are eagerly searching for new and innovative ways that mobile technology can be used. A clear indicator that mobile technology will further change the way elections are contested.