The Guardian Highlights Our Work for Crossroads Generation
The Guardian recently highlighted our work for Crossroads Generation:
Younger voters are a natural target for political campaigns, given their web-savviness and the time they spend online. In 2008, Obama did very well within this demographic, winning the votes of two-thirds of voters under 30, but a new Romney-supporting Super PAC called Crossroads Generation is trying to regain the initiative.
In May it launched a $50,000 social media ad campaign to reach younger voters. As part of the campaign, the group bought promoted Tweets which it posted during the MTV Movie Awards.
The tweets all had relentlessly youth-oriented content, and fitted the Super PAC’s theme that under Obama young people are suffering. “It’s harder to get a job than it is to survive the #HungerGames. May the odds be ever in your favor,” one tweet said.
Crossroads Generation’s website was designed by [Engage], an agency advising political campaigns and companies on the use of digital media. It was founded by Patrick Ruffini, a top Republican strategist who until 2007 was the online campaign director of the Republican National Committee and before that an internet strategist on George Bush’s 2004 re-election campaign.
Ruffini thinks that the closer the presidential election approaches, the greater will be the focus on targeting advertising through websites and social media. “What will happen online is that you’ll reach a point of saturation. After Labor Day you won’t be able to buy ad space on TV anymore, and then online will seem a more attractive vehicle.”