Introducing hot air via sms

So US presidential hopeful Barack Obama has launched an sms campaign. Interestingly, one of the reasons for the campaign is that Americans are also abandoning landlines for cellphones. And we thought it was just Telkom.

Obama has nothing on our own ex-deputy president, Jacob Zuma. I’ve long been impressed by the website of The Friends of Jacob Zuma. It has always looked professional (far more professional than the sites of many other political groups in this country), it is regularly updated, it is interactive and it comes with neat revenue-generating initiatives like an sms support line. Take a look at the nifty scrolling banner complete with call to action. You can also buy wallpapers (choose from one of eight images). Ringtones of Umshini Wam' used to be available for download, though I was not able to find any this time, which was a pity, because the site otherwise offers a holistic service to the average Zumaniac.

It is interesting that new technology can be used to market ideology in this way. Obama's campaign plans to organise volunteers via sms, whereas Zuma's people are, officially at any rate, using it as a revenue-generating opportunity only. In both instances, the organisers are relying on a community of fans who are truly passionate about the brand in question. Do sms campaigns work as well for more prosaic items such as bread or dishwashing liquid? I have my doubts.