10/28/2010 01:29 pm ET Updated May 25, 2011

DCCC To Make Six-Figure Online Push As Election Nears

WASHINGTON -- The Democratic Congressional Campaign Committee is making a major last-minute push online, spending six figures in an advertising and social media blitz as Election Day nears.

A committee spokesman tells the Huffington Post that the initiative will be unveiled today, and is designed, ostensibly, to optimize turnout among young, base voters. Among the features:

  • A web video encouraging voters to "Take a Stand for Our America and Vote Democratic" on November 2nd will be emailed to more than four million supporters on the DCCC email list. It will, in addition, be distributed via Facebook and Twitter to more than 300,000 additional people.
  • The DCCC will also have an online advertising campaign targeting youth voters on the subject of student loan cuts that would go into effect should Republicans take power.
  • The committee will continue to push early voting via Facebook, Twitter and through its email list.
  • There will be a new set of online ads highlighting the role being played by conservative third-party groups.
  • An online phonebanking system will be promoted, encouraging supporters to help get Democrats out to vote in targeted districts
  • For good measure, the DCCC also is making aesthetic changes, asking Facebook and Twitter supporters to change their profile pictures to "Vote Dem," and promoting the "I Voted" badge on the location-based social networking site, foursquare.com.

All of this, of course, is filed under the category of leaving no stone unturned, though spending six figures on online advertising does underscore some seriousness to the push. It will be telling to see how effective new media proves in helping Democrats close the gap in the final days. The 2008 campaign may have been the first election to feature modern-technology applications. But 2010 seems likely to be the first election in which modern technology was utilized across the board with an honest understanding by candidates and campaign committees of its benefits and shortcomings.

Here is the video: