Mobile Advertising: Quattro Wireless Obama Campaign Vote Early

As Kenya calls a national holiday (what a great move) Mobile Advertising player Quattro Wireless is pushing up its peacock feathers proud that it helped Obama get to number 1 spot.

How?

Obama selected Quattro Wireless as its mobile advertising partner in part of an initiative called “vote early”.
 
Vote Early?

Yep. This was an initiative with partners such as ChaCha and Boost mobile – to target brand making youth voters.

What was the trigger?

For the Obama program, Quattro enabled both demographically targeted ads through its publisher partner relationship with wireless carrier Boost Mobile, as well as geographically targeted ChaCha, a SMS answering service. On ChaCha, Quattro leveraged SMS text message advertisements promoting the “Vote Early” strategic outreach as well as making accessible state-specific voting information. For example, users that opt-in to the “To vote early reply OBAMA” advertisement in Iowa received local information about the Obama campaign, Iowa voting locations and contact information.

From the press release:

“Quattro Wireless is advancing mobile advertising with smart technology and integrated partnerships to enable unprecedented uses of this medium, like the Obama ‘Vote Early’ initiative,” stated Andrew Miller, chief executive officer of Quattro Wireless. “Politics is personal. With mobile, the most personal device for a consumer, a political campaign, like a brand marketer or a direct response advertiser, can take advantage of the medium and its unparalleled targeting promise.”

“Reaching voters through new and innovative technology characterizes Obama’s successful campaign thus far,” stated Steven Rosenblatt, vice president of Ad Sales of Quattro Wireless. “Through Quattro’s unmatched network of premier publishers and integrated partners, the Obama campaign has a remarkable advantage to be able to communicate directed and geographically-relevant messages to specific communities across America. Our advertising goal is to drive more votes, more attention and more exposure for one of the most hotly contested presidential races in history.”

What we think?
I think social media is mission critical to politics. Mobile is a medium and SMS a simple channel. Well done.

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