We've Got You Surrounded, Senator: Location-Aware Ads Used to Lobby Critical Votes
BY Nancy Scola | Monday, April 6 2009
We've been keeping tabs on how both proponents and opponents of the Employee Free Choice Act are making use of Google ads to attempt to win hearts and minds (and, not incidentally, email addresses) during this high-stakes legislative battle. Not to be outdone by their union brethren over at SEIU, the AFL-CIO web shop talking up a below-the-radar (until now!) tactic aimed at a miniscule audience: the district offices of some enormously important Senate votes. Google ads now has a location targeting option, allowing advertisers to either drop a pin on a map or type in an address, and then set a radius within which their ads runs. (Google doesn't set a minimum circle of influence, but suggests drilling in no closer than 20 miles.) Ground zero in this case? The local offices of Maine Republicans Olympia Snowe and Susan Collins. Without the backing of Republicans like Snowe and Collins, EFCA has about much of a chance at passing through the Senate as Maine does at passing through a winter without snow. Both, though, have come out against the bill because of what it does to "secret elections." The Maine senators have offices sprinkled throughout the state in places like Bangor, Augusta, and Portland, and the AFL is targeting them with ads making the case that "78% of Americans support workers' freedom to form unions and bargain for a better life." Call it ambient advertising, Senate edition.