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Mitt's VP App Morphs Into Campaign Hub Mitt's VP App Morphs Into Campaign Hub

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Mitt's VP App Morphs Into Campaign Hub

August 30, 2012

The Romney campaign app that promised, and didn't quite deliver, the scoop on the selection of Paul Ryan as vice presidential nominee, has been reborn.

An update to the app went live on Thursday in Apple and Android app stores, just in time for the candidate's acceptance speech. The app now closely resembles the mobile version of the general Mitt Romney campaign website, with videos, issue briefings, and event listings.

The app uses location data to point users to area campaign events. An "Issues" section provides brief sketches criticizing President Obama's policies and offering Romney's solutions. The app isn't geared up to collect donations directly; it steers users who want to give money to the campaign's mobile website.

According to Romney's digital director Zac Moffatt, the app helped generate 100,000 likes on the campaign's Facebook page when it launched, and drew in e-mail addresses and other info on users.

Unlike the Obama campaign's mobile app, which is geared toward canvassers and field workers, the Romney app is focused on putting out campaign messaging directly to voters.

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