You might say that Quattro Wireless did its part to get out the vote. The mobile advertising company was the Obama Campaign’s mobile advertising partner for “Vote Early” efforts, working with Boost Mobile and ChaCha.
The Obama ads worked pretty much the same way they do for any big brand’s campaign. The whole intent was to reach voters and drive them to vote, said Steven Rosenblatt, vice president of ad sales at Quattro Wireless. It consisted of two basic parts: One was reaching the key battleground states and the other was reaching youth-oriented voters.
Using Quattro’s mobile ad network, the campaign delivered geo-targeted ad messages in states such as Iowa, Ohio, Indiana, North Carolina, Nevada, New Mexico, Colorado, Florida, Montana and Wisconsin.
Quattro enabled the demographically targeted ads through its relationship with Boost Mobile and geographically targeted ads through ChaCha, the SMS answering service. On ChaCha, Quattro leveraged SMS text message ads promoting the “Vote Early” outreach, as well as making state-specific voting information available.
Quattro did approach the McCain campaign as well, but it passed on doing any mobile advertising. Rosenblatt said he expects the mobile channel will be an even bigger one for political candidates in 2012.