Billed as “your official, comprehensive connection to the heart of Barack Obama and Joe Biden’s campaign,” Obama’s campaign today released an official election application for the iPhone and iPod touch. This marks the first sanctioned application release from either side in the American presidential race, though several unofficial apps of varying utility have previously been available.
It’s immediately clear upon launch that the application was not rushed, but was actually developed with care and attention to detail. The UI is clean and attractive (despite the Windows-ish color scheme) and the action is snappy. It was clearly developed with two key aims in mind: promote all things Obama and encourage you to do the same.
The app is innovative in that it goes beyond being simply an information delivery tool. Instead it uses the unique capabilities of the iPhone platform to attempt to make campaigners out of anyone who downloads it. The first option you’re presented with is “Call Friends,” which searches your contact list and prioritizes your friends and associates based on whether or not their state is considered a key battleground. You can then call them directly from the list to attempt to sway their vote.
Need ammunition? What if, for instance, your old Ohioan college roommate isn’t about Obama’s stance on seniors and social security and would like you to explain it to him? With the “Issues” menu, you can toe the party line without even knowing it ahead of time.
All the media you can swallow regarding the Obama campaign is also only a few taps away, complete with a convenient absence of counterpoint material. To be fair, the app never claims balance, nor should it, considering the source.
Now that the first shots have been fired in the war to win voters by way of their most beloved handheld electronic device, it’ll be interesting to see if the McCain campaign fires back. Of course, it’s always possible that they’ll spin it as yet another example of Obama’s elitism and leave it at that.
What do you think? Brilliant campaign move or merely preaching to the converted?