Presentation about how Obama used mobile marketing in 2008 races to redefine modern politics

1. How Obama used mobile to redefine modern politics Trends, S trategy & Insights by Noah Koff, MGen London

2. Agenda Objectives Consumer Trends The Mobile Strategy Tactics and Results Insights and Takeouts

3. Objectives

4. Quickly build relationships with large groups of supporters Organize and energize supporters to donate, attend events and spread messages at key times Link communications effectively as part of a cohesive plan

5. Relevant Consumer Trends

6. Anytime, anywhere

7. 74% of Americans aged 13+ are mobile subscribers M:Metrics 2008 48% of Americans have adopted SMS messaging

8. Apple is 2nd most popular smartphone brand in US with 23% market share

9. Apple 2008 1 billion iPhone apps will be downloaded by mid 2009

11. The Strategy - Why Mobile?

12. Make it easy and instant to opt-in to the movement via mobile Reach people anytime, anywhere to drive action Retain support and loyalty with helpful tools

13. Mobile Tactics & Results

14. awareness interaction retention TV Outdoor Online ads Web Email Mobile Mobile Web Email Blogs Press

15. SMS used as catalyst for web interaction

16. Catalyst for engagement through live web event

18. Energizing ‘ 2 minute volunteers’ for action

19. Use of iPhone’s built in GPS feature

20. Results of iPhone activity Source: Raven Zachary Hundreds of thousands of users of Obama ‘08 app Tens of thousands of phone calls generated from app Top 10 app position on App Store within 48 hours of launch 100+ news / PR stories generated

21. Insights & Takeouts

29. Noah Koff Managing Director MGen London m: +44 (0)7968 464 864 e: noah@mgenmedia.com w: mgenmedia.com Thanks!