Regardless of your politics, you have to admit this is good marketing.
The Romney campaign smartly used the VP announcement as a marketing event to push installs for their mobile app. Users who downloaded the app were promised to hear the VP announcement before all other outlets.
From there, the Romney campaign can re-message users with push notifications, give them access to the campaign’s twitter feed, distribute campaign stickers, seek donations, and more.
It also speaks to the growth of mobile push technology over traditional text messages. Obama’s VP announcement was made via text message, but 4 years later we see Romney’s campaign choose push notifications as the medium. The Romney digital director said they chose push over text as it was more reliable, cheaper and the “most appropriate way of cutting through the clutter.”