A banner over the Jersey Shore. Videos by Jersey icons Little Steven and Snooki. And a petition to New Jersey’s hall of fame. In Pennsylvania’s U.S. Senate race, the key moments aren’t playing out on the campaign trail. They’re unfolding on social media.
And it’s about more than getting laughs: The social media strategy could prove potent in defining Oz as a carpetbagger disconnected from the state’s residents and culture.
Republicans also argue that Fetterman’s greatest hits are missing the issues that voters are most likely to consider when making up their minds: inflation, gas prices and the economy, for instance.A lot of the material comes from Fetterman himself, said campaign spokesperson Joe Calvello. He does a lot of the posting on Twitter and if Fetterman himself doesn’t post it, he helps originate ideas.
The concept of trolling Oz, and a lot of the memes, also came from Fetterman, Calvello said. The idea for the video by Snooki emerged from a brainstorm by a couple members of the staff, Calvello said.Campaign staff wrote the script and Snooki — who was paid less than $400 through the video-sharing Cameo website — ad-libbed some of it, but was not in on the joke until afterward.
It is difficult to know how much this will help Fetterman in a year when Democrats face stiff political headwinds, including high inflation and a traditional mid-term backlash against the party of the president.
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