The Obama campaign was accused of gimmickry by notifying the world of the candidate’s vice presidential pick by text message. The fact that word leaked hours before the message went out reinforced that notion. But this may seem like a genius move come November, since the campaign can use that same database to send “get out and vote” reminders directly to voters nationwide on election day. Messages can be targeted by area code and exchange to boost turnout in marginal states and districts. The McCain campaign might want to consider ways to put together their own such cell phone database, with some type of incentive to get people to sign up, like the opportunity to meet Senator McCain or Governor Palin during a campaign stop in their district, autographed photos, etc. With margins of victory as tight as they are these days it makes sense to use all the means at your disposal to get people to the polls.