“This partnership is a great example of how this year has turned the electoral cycle upside down, but it also offered new opportunities to expand our digital reach and tap into the wave of grassroots support we are seeing for Joe Biden and Kamala Harris, ”Christian Tom, the campaign’s director of digital partnerships said in a statement, adding that the campaign was“ grateful ”to the celebrities involved.
The partnership is not the campaign’s first effort to use digital platforms for awareness. Democratic vice presidential candidate Senator Kamala Harris – clad in a Howard University sweater – made a surprise appearance during the highly anticipated Battle of Verzuz between R&B legends Brandy and Monica on Instagram Monday for encourage viewers to vote.
The campaign also launched a new hashtag this week, #TheNewAdministration, which it will target young people in its paid media programming.
