• Ad Age , Wednesday, November 5, 2008 10:46 AM

Earlier in Age (back in August), Peter Feld wrote about Obama's appeal to millennials. "The qualities he projects -- a cool, smooth aura, the communal values of hope and unity, his teeming crowds and his campaign's seamless graphics -- are the essence of appealing to millennials."

And how does he project this, besides at mass gatherings that appeal to the civic-minded under-30s? By the campaign's mastery of cutting-edge social media such as my.barackobama.com (known internally as "MYBO."

For this generation, "the new pronoun is me, my. Using my-dot brings it to a personal level," says Allison Mooney, who tracks youth trends for Fleishman-Hillard's Next Great Thing.

But those under 30 are decidedly not tethered to anything as restraining as the Web. "Perhaps inevitably," Feld writes, "among the first apps introduced for Apple's new iPhone ... was an Obama "Countdown to Change" calendar that ticks off the seconds until Election Day."

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