Election 2012

Obama's Twitter Bid on Election Eve

44's advocates buy up Promoted Trend and multiple Promoted Tweets

Photo: Mandel Ngan/AFP/Getty Images


Who wins tomorrow seems to be anyone’s guess, as predictions are all over the electoral map. Advocates for 44’s re-election appear to have a firm grip on Twitter ads on Monday, however, the day before Election Day.

Priorities USA Action, a Barack Obama-supporting political action committee, has blanketed Twitter with ad buys, winning the Promoted Tweet bids for search/hashtag terms for Election, Election2012, Obama, Romney, Biden, Ryan, Romney/Ryan and Obama/Biden. The Service Employees International Union (SEIU) was also bidding on the terms and running pro-Obama ads.

Twitter's bidding system works similarly to Google Adwords, letting marketers attach ads to keywords on the site.

For much of Monday afternoon, Election2012 was a nationally trending hashtag. Those who clicked on the hashtag saw the following pro-Obama ad from Priorities USA:

And the president’s campaign purchased Monday’s Promoted Trend, which costs $120,000 per day. The copy mirrors the Democrat’s pithy re-election slogan: “Forward.” (Ad appears below.)

His challenger, Republican Mitt Romney, became the first presidential candidate to run a Promoted Trend ad during the GOP’s convention in Tampa, Fla., in late August. Since then, the ad buy has become a regular part of each camp’s digital strategy.