Topics: Obamacare

The NRCC’s online war on Obamacare

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Photo - The site howobamacareworks.org directs you to a permanent "404 error" message, in a parody ad from the National Republican Congressional Committee.
The site howobamacareworks.org directs you to a permanent "404 error" message, in a parody ad from the National Republican Congressional Committee.
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If you live in Flagstaff, Ariz., or Fayetteville, N.C., and you Google the term “How do I enroll in Obamacare?” the top result you’ll see is for howobamacareworks.org, a link that will direct you to a permanent “404 error” message that just happens to incorporate President Obama’s 2008 campaign logo. The message: “Obamacare doesn’t work at all.”

That parody ad, and its sister site, Living Under Obamacare, are both projects of the National Republican Congressional Committee, who is running Google Ad campaigns in seven House districts currently held by Democrats. Those seven districts, dubbed by the NRCC as the “Red Zone,” are: WV 03, GA 12, NC 7, MN 7, UT 4, AZ 1, and AZ 2.

All of these districts may be sending Democrats to the House now, but they also all voted for Mitt Romney in 2012. And the NRCC believes that if they keep reminding voters about the Obamacare train wreck, these districts will send Republicans to the House in 2014.

The NRCC declined to say how much money they are spending on the ads, but NRCC Digital Press Secretary Andrew Clark did say it was “modestly sized” and “significant for a search ad campaign.”

Clark reports that the click through rate on the howobamacareworks ad is double the rate of the industry average and “one of the most successful digital ads we’ve done.”

Obamacare is already very unpopular in many of these districts, particularly Rep. Jim Matheson’s, D-Utah, district,  where 72 percent of his constituents now want all implementation of the law either stopped or delayed.

That is probably why Matheson was one of 22 Democrats that joined every Republican to vote for a one-year delay of Obamacare’s individual mandate earlier this summer.

“We’re going to be utilizing all digital options to keep the heat up,” Clark said.

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