Across the region, this uncharacteristically warm winter has flower beds springing to life. Daffodil bulbs in suburban gardens are sending up tender green periscopes. And in city parks, roses are showing their plumage against Christmas tree backdrops.
Right to Rise, the super PAC supporting Mr. Bush, is also starting to pour more money into online messaging, where — unlike on television — its dollars go just as far as the candidate’s. All advertisers — campaigns, super PACs, even Frito-Lay — pay the same rates for digital ads.
“With TV getting a bit more crowded, we’re looking at frequency,” said Sheena Arora, a digital strategist at Revolution Agency who works with Right to Rise — meaning “how many times we’re hitting individuals across devices.” The group has been creating a wide range of ads aimed at smartphones, tablets and even Xbox gaming systems.
Time to upset the applecart? New Day for America, the super PAC supporting Mr. Kasich, is pursuing a highly advanced ground game in partnership with a data-analytics firm, Applecart: The firm says it mines data sources like yearbooks and local news reports to decipher which people have personally influential relationships with sought-after voters. Rather than giving phone-bank callers or canvassers lists of random people to contact, for example, the organizers are assigning each of those volunteers to reach 10 to 20 New Hampshire voters they know personally and convert them into Kasich supporters.
