Obama Campaign

Barack Obama—named Advertising Age’s Marketer of the year for 2008—chose ChaCha’s SMS Advertising to reach millions of millennials in key battleground states like Indiana, Iowa and Ohio. ChaCha worked with Quattro Wireless, a leading mobile ad network, as its mobile advertising partner to insert “Vote Early” ads into ChaCha mobile answers leading up to the election.

The Goal:

The goal of the Obama campaign was to educate voters about their voting options. It consisted of one core message– “Vote Early for Change.”

The Solution:

The campaign focused on the delivery of an interactive text campaign with a keyword response to provide additional engagement.

The campaign consisted of ads sent with ChaCha answers to key campaign battleground states. The states included in the campaign were Iowa, Ohio, Indiana, North Carolina, Nevada, New Mexico, Colorado, Florida, Montana, and Wisconsin.

Example Message Flow: How old is Warren Buffet of Berkshire Hathaway? Answer/ Answer Ad: Warren Buffet is 75 years old. *Vote for change reply OBAMA

OBAMA Response Ad: *You can vote early for Barack Obama now. Vote today! Find out how at 8889062262 or visit voteforchange.com on your computer. Vote now!

The Results:

ChaCha served nearly 900,000 impressions throughout 30 days in the ten battleground states. This program resulted in a 3% overall average response rate and thousands of calls to Obama’s “Vote Early” hotline.

Working with ChaCha, Quattro Wireless created targeted messages that delivered voting instructions and information about polling stations via text messages. ChaCha served nearly 900,000 impressions throughout 30 days in the ten battleground states. This program resulted in a 3% overall average response rate and thousands of calls to Obama’s “Vote Early” hotline. Obama won all battleground states, with the exception of Montana.

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