Social media campaign
On radio and television, specially composed songs and jingles extolling the virtues of political candidates are rarely off the airwaves.
In Lagos, APC governorship candidate Akinwunmi Ambode is fighting his PDP rival Jimi Agbaje as much for airtime as on the campaign trail.
Omolara Olaosebikan, of Quadrant Communications, a public relations firm involved in some of the campaigns, said technology was changing the face of political advertisements in Nigeria.
“It’s digital revolution at play. There is no doubt that this year’s election will remain the most competitive in history and the parties do not want to be beaten to the game,” she said.
For the first time, politicians—particularly those from the ruling party—have realised they can no longer take the electorate for granted, she said.
“Everybody is leveraging on digital advertisements to woo the electorate,” Olaosebikan added.
“It’s no longer enough to rely on insertions in newspapers or buy prime time for commercials. Who has the time to read newspapers or listen to radio and watch television anyway?”