So, here's a bit from my column on this, which ran in The Hill last week. Click over there for the full text.
During the 2008 presidential campaign, Barack Obama, to a then-unparalleled extent, leveraged the most cutting-edge technologies to reach potential supporters, organize them, raise money from them, and ultimately, get elected by them. MyBarackObama and mobile were two such groundbreaking technlogies, and with over a year having passed, many in the political world are contemplating what the “next big thing” might be. The answer could be something you’ve only vaguely heard of, it at all: Video game advertising.
Obama used it in 2008 for a couple of weeks only, and to a limited extent geographically, just before the election. As of mid-October 2008, Obama ads were running in 18 video games. Those games included “Guitar Hero,” “Madden ’09” and “Burnout Paradise.” According to Obama campaign officials, the ads were targeted to gamers in 10 swing states: Ohio, Iowa, Indiana, Montana, Wisconsin, North Carolina, Nevada, New Mexico, Florida and Colorado — so if you lived elsewhere, you likely would not have seen them. Even if you heard about them, however, you might not have taken them seriously.
At the time that the ads popped up, some political operatives wondered whether they would in fact help Obama win or just help him raise awareness of early voting with 15-year-old boys. Undoubtedly, adolescents did see the ads, but those quick to deride video game advertising or dismiss it as a frivolous expenditure might want to note that Obama’s campaign specifically chose games that, in its assessment, would enable them to reach 18- to 34-year-old men....
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