Back in 2008, the Obama campaign was hailed as a digital savant when it sent out this email to followers:
Be the First to Know
| Barack is about to choose a running mate, and he wants you to know first. You have helped build this movement from the bottom up, and Barack wants you to be part of this important moment. Sign up today and we’ll send you an email announcing Barack’s running mate. You can also text VP to 62262 to receive a text message on your mobile phone.
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That last box was the breakthrough: Getting supporters’ cell phone numbers was gold, and the Obama campaign got about three million of them. (More details here.)
This time around, the Romney campaign has taken that strategy even more mobile.
From Politico’s Morning Score:
HOW ROMNEY WILL MAKE HIS VP ANNOUNCEMENT: The campaign just unveiled a new mobile app that will allow users to sign up to be the first to learn the identity of Mitt’s #2. The new app, called “Mitt’s VP,” is downloadable free on iPhone and Android.
Call it VP Announce 2.0.
Special bonus: An email Ann Romney sent the hardworking staff says we could actually meet the Veep Peep in person:
Friends,
Although we don’t know who Mitt’s choice is for VP yet, I can say the lucky supporter who wins this “Meet Mitt’s Choice For VP” contest will have some pretty great pictures to share. It’s not often that you get a chance to meet a presidential ticket in person.
With less than 100 days until the election, the buzz is getting more intense as we get closer to the big announcement. I hope you’ll join in on the excitement and the opportunity to meet America’s Comeback Team.
Thanks and best of luck,
Ann Romney
Woo-woo.
Campaign Outsider 
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