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- ABC News
- September 3, 2015
The 2016 Digital Strategy: Selfies, Lasers and Bacon
From apps to Snapchat, the digital strategies in the 2016 presidential race.
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“I think it shows a forward thinking aspect to Rand Paul, but I think it also shows some humor that he doesn’t take himself so seriously,” Sturdivant said. “There’s a lot of humor in politics.”
Some Paul app users have used virtual selfie booth to poke fun at the candidate rather than support him. Shortly after the app’s release, photos popped up on twitter of Paul with Nicki Minaj, a toilet seat, Legos and women kissing Paul on the cheek. It’s also been used to show Paul with images of Hitler and Timothy McVeigh. Some have tweeted anticipating that the “Meme-Erator” and virtual selfie could backfire for the campaign. That’s not something Paul spokesman Gor is worried about.
“People can take anything out of context. It’s meant as a tool for people who support the Senator, want to learn about the Senator, want to get engaged and want to get involved,” Gor said.
#StandwithRand @RandPaul pic.twitter.com/podig4YjYA
— Bernie King (@BernardKingIII) September 2, 2015
In addition to a selfie and memes, the app also appeals to the gamer. Users can unlock a space shooting game that allows a user to shoot at logos of the campaigns of Paul’s rivals including Jeb Bush, Donald Trump and Ted Cruz.
Snapchat’s New Filter: Kasich and Bacon
While Paul’s smartphone app is available to voters nationwide, Ohio Governor John Kasich used Snapchat to zoom in on the Granite State.
In a first-of-its kind advertising scheme, New Hampshirites woke up on Wednesday morning to a brand new filter on SnapChat – with a message from Ohio Governor John Kasich.
![\"PHOTO:](\"http://a.abcnews.com/images/Politics/ht_kasich_ad_02_lb_150902_4x3t_384.jpg\")
It was paid for by Kasich for America, marking the first time a Presidential campaign has paid for a custom filter on the app.
The morning message featured the Kasich logo, rendered in bacon, because hey – what voter doesn’t like bacon?
“Someone teased us that our ‘K flag’ logo looked like strips of bacon,” Kasich spokesperson Scott Milburn told ABC News. “So when the Snapchat idea surfaced as something to test drive, we thought a bacon-themed filter for the morning would be funny.”
Filters can be added to any photo by swiping. While some turn pictures sepia, or black and white, others add graphics and messages – sometimes limited to a geographical region. This “geofilter” was only available to users in New Hampshire.
In what Snapchat confirmed was a first for its app, the filter was only accessible during morning hours, creating an ultra-targeted advertising opportunity for the Kasich campaign.
The app is seen as a link to young voters like Jenna Guilmain, a college student who discovered the filter Wednesday morning at her home in North Havervill, N.H.
![\"PHOTO:](\"http://a.abcnews.com/images/Politics/ht_kasich_ad_01_lb_150902_4x3t_384.jpg\")
“I think it was a smart move,” the 19 year-old said, noting that Kasich has not received as much attention from her peer group as Jeb Bush or Donald Trump. “The thought process is ‘what is this filter, who is this, let me look them up.”
The Kasich camp declined to say how much the ad cost, but Milburn said he was open to more collaborations with Snapchat.
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