In an effort to reach the youth vote in swing states, the Obama campaign dives into the video game world.
In key battleground states, the Obama campaign will begin running ads in several Electronic Arts (EA) video games today to try to garner the youth vote. The campaign also hopes it will spur early voting among the gaming demographic.
Beside console games, Obama is running "get out the vote" virtual ads in casual Web games on EA’s Pogo.com and in mobile games like Battleship, Scrabble and Tetris.
Obama has tried this before. Back in 2008 his team tapped EA to run virtual signage ads looking to encourage early voting in states like Florida and North Carolina in 18 games, including Burnout Paradise and Need for Speed .
According to Dave Madden, EA’s svp of global media solutions, the strategy paid off for team Obama. Based on surveys conducted by EA during the 2008 ad effort, gamers were 120 percent more likely to feel positively about the candidate and 50 percent more likely to consider voting for him after seeing the in-game ads.
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