Obama unveils text-messaging initiative: Candidate latest to use mobile to extend reach

Democratic presidential contender Barack Obama’s campaign said it launched a new text messaging initiative to expand its grassroots network and organize volunteers for events.
“This campaign is about the people across the country who are taking organizing into their own hands and text messaging is a key tool that will help us reach out to people who rely on their mobile phone service for information,” said Joe Rospars, new media director for the Obama campaign. “This is a service we hope to use to continue to communicate with our growing base of supporters who are excited about playing an active role in our efforts to change this country.”
The campaign of the Illinois senator directs supporters to send “GO” to OBAMA (62262) to sign up for messages. The Obama campaign said it will not charge for the wireless service.
“With millions of Americans relying on cellphones, this new service will enable the campaign to not only communicate news about events and campaign developments, but it will also allow users to request information from the campaign,” stated an Obama campaign press release. “The campaign will use text to inform supporters about important public appearance and ask for opinions and advice.”
Obama campaign officials also said they will use free ringtones and wallpapers to highlight the candidate’s positions and key statements on the war in Iraq, healthcare and other issues.
Sen. Hillary Clinton (D-N.Y.), who leads second-place Obama in the Democratic presidential race in national polls, unveiled a major text messaging campaign in mid-May to continue her conversation with voters.
Text messaging is just one component of a cutting-edge arsenal most 2008 presidential campaigns are increasingly tapping into take advantage of the massive reach and social networking potential of cellular and Internet communications technologies.