Why the Romney VP App Wasn’t a #Fail

mittromney.tumblr.com

Facts matter: Sign up for the free Mother Jones Daily newsletter. Support our nonprofit reporting. Subscribe to our print magazine.


Gawker‘s Louis Peitzman makes a claim I’ve seen a lot, especially from progressives, in the wake of Mitt Romney’s selection of Rep. Paul Ryan as his running mate: The campaign kind of blew it. Not on the substance, mind you, but on the rollout. “I’m not saying this was a complete fail on the Romney campaign’s part, but to pretend that they announced Paul Ryan exactly as they’d said they would — via smartphone app, and then in a joint public appearance — is just silly,” Peitzman writes. “Instead of admitting they botched their plan to obfuscate, the Romney campaign is pushing a Hardy Boys narrative…”

Peitzman is missing something really important. The real purpose of the Romney VP app wasn’t to break the VP announcement. Sure, that’s how they pitched it. But the Romney folks (probably) aren’t so delusional as to think they’d be able to keep a secret all the way up to the roll-out.

The VP app served the same purpose the Obama campaign’s 2008 promise to text its supports its VP pick did: It was an excuse to collect your data. Although it was predictably scooped by the New York Times and CNN, Team Obama was able to collect 2.9 million phone numbers using this gimmick. Those numbers were used for fundraising and organizing efforts later in the campaign. (The downside: A glitch prevented half of Obama’s text-message subscribers from receiving the announcement text.) Download the Romney VP iPhone app and it informs you that “By using this application, you may be placed on Romney for President Inc.’s contact list to receive campaign updates… Romney for President’s regular Privacy Policy shall apply.” Romney doesn’t want you to be the first to know about his personnel moves; he wants your email and mailing address.

Since we don’t know how many people signed up for the VP app—70,000 people have downloaded Romney’s other app—it’s too early to call it a rousing success for Romney. But it’s not right to call it a #fail.

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate