Friday, September 3, 2010

Smart Mobile Marketing Gone Very Wrong

Since Tuesday August 31, the Michele Bachmann for Congress campaign has been targeting ads in mobile apps to people visiting the Minnesota State Fair. As reported on Clickz, September 2, 2010, these hyper-targeted attack ads with their uber-relevant creative, tell fair-goers that a vote for the Democratic challenger, Tarryl Clark is a vote for taxing fair-goers beloved corn dogs, deep fried bacon and [GASP] beer.

Of course our Republican brothers know how to dig right into the deepest fears of middle America and are sure to pull the 'a vote for Tarryl Clark is a vote for Satan' card soon.

According to stats 61% of the ads served were to iPhone and Android devices. No surprise really, as these devices deliver optimal mobile creative to an arguably higher percentage of influencers - ie peeps with enough disposable cash or ego to have the latest and greatest handsets.

The ad's creative features an announcer, Jim the Election Guy challenging the fair fiends. "So if you see Tarryl Clark while you're at the fair just ask her what's up with voting to tax my beer?" The ad refers to a vote Clark made to raise sales taxes, which would apply to food items bought in restaurants or from food vendors - including those greasy goodies available at the state fair.

"Once we saw the ad we thought, this would be great to market it to mobile phones at the fair," said Eric Frenchman, chief Internet strategist at Republican consulting firm Connell Donatelli, which is working with its associate digital firm Campaign Solutions on the Bachmann campaign.

In addition to pre-roll video ads and YouTube promoted video ads, the campaign also involves display ads in Google’s content network targeted to the 6th district, which is near the fair.

This is a really brilliant tactic. You have to hand it to those Republicans...they sure know how to throw the dirt...and the corndogs.

The campaign is set to run until the end of the fair on September 6.

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