Hillary 2016
Debuting last July on iOS and now available on Android, the Hillary 2016 App is about making the election fun. It has the feel of a mobile gaming platform while incorporating strategies similar to Duolingo to rapidly gain support and simplify the ways in which users can do so. More than 100,000 people have downloaded the app and completed over 800,000 built-in activities.
For instance, users can quiz themselves on Trump's statements or share Clinton's photos on social networks. There also is the option of earning points by, for example, registering to vote. Users are also able to get a lot more interactive, making them feel as if they play an active role in the campaign. Gamers can experience a view of her office by swiping away on the touchscreen. They can even water the plants and pet the presidential dog, Winnie. Lead developer Stephanie Cheng said users pet the virtual Winnie dog an average of five times per day. People also have the option of contributing to the campaign, signing up for future events, checking in to current ones and reading related news.
The Clinton administration said that the app has caused thousands of new supporters to step up and get involved. The app has a clean and crisp look and is definitely geared toward millennials. It uses gamification and encourages users to do political-focused activities with both virtual and real awards. The top award includes a signed postcard from Hillary Clinton.
Trump America First
Trump's team responded shortly after Clinton's app launch with its own called America First. It provides users with news, videos, articles, a donation processor and social networking links. The last option allows people to contact other Trump supporters in their region. There's also a countdown with the words "Time Left Until We Defeat Crooked Hillary." The more that users participate and use the app, the higher they climb the rankings. There are a total of eight levels, starting from "Apprentice" and ending with "Big League." Users can earn points and even compete with others based on how deliberately they show support. The app is a lot more simplistic and it appears it was designed for an older audience.
Analysis
The main difference between the apps is the audience they target. The Clinton app is geared toward millennials, with a big focus on gamification and it has a much crisper look. As a Gen Xer, I found the app a bit annoying; I would be more interested in getting news and information, which is a layer below the gaming aspect. The Trump app is geared toward an older crowd, with news being in the forefront, which I found more useful. With that said, I found the Trump app to be a bit cluttered and dated from a visual standpoint.
One of the things that Trump app does consistently is that it sends out regular “push” notifications, whereas in the Clinton app, I haven’t received any. I do wonder if the Clinton app purposely avoids sending out push notifications in fear of the user deleting the app for being annoying.
Where the Clinton app beats the Trump app is ASO (App Store Optimization). When I searched for “clinton” in the Apple App store, as expected, the official Clinton Campaign app appears first in the results. Whereas, in a search for “trump,” the official Trump app appears ninth (after eight Trump satire apps).
Similarly, on Google Play, the official Clinton app comes up first and the official Trump app comes up fifth.
Recommendations for Future Political Apps
In conclusion, for future political campaigns that are thinking about developing an app, here are some of my recommendations:
- Focus on ASO: Don’t make your supporters search for your official app below a sea of satire apps.
- Engagement is crucial: Give a reason for the user to continually use the app.
- Know your audience: Design the app for the demographic that you’re targeting.
