In the battleground of political strategies, emerging players, particularly those on the far-right, exhibit remarkable adaptability in their pursuit of growing political influence. These parties show a keen ability to harness the latest innovations, whether in communication technologies or in outreach to new audiences, to shape their message and widen their influence. Their proactive approach underscores a strategic imperative to stay ahead in the competition of political engagement ahead of the European Parliament elections.
Whether using AI for campaigning or leveraging social media platforms like X or TikTok, these political formations demonstrate digital fluency and an eagerness to embrace and exploit new technologies for strategic gain.
We delve into a case study: the development of a groundbreaking app by the Romanian far-right party (AUR – Alliance for the Union of Romanians). This app serves as a centralised hub for internal communication, member organisation, volunteer coordination, donation management and fostering stronger member engagement through gamification – all in one place.
Getting started: balancing open-accessibility with data privacy
To kickstart the digital membership journey, the application offers an open-access policy, available on both Android and iOS platforms. Alternatively, users can join via an invite link shared by an existing member, with registration through invite codes earning points for recruiting new members.
However, to fully engage with the platform, users must create an account, providing essential identification details such as name, birth date, gender, address, email, and phone number. Additionally, users have the option to input sensitive national identification data, potentially beneficial for activities like gathering signatures or assuming official roles in party support. While the app prompts for live location sharing, this feature is voluntary, providing users with the choice to enhance content relevance through data sharing, contingent upon their trust in the party’s responsible use of such information.
Elevating political engagement through gamification
Now, the real intrigue begins as the game unfolds.
Membership engagement within the application is gamified.
The more points you accrue, the greater your interaction levels and access within the app, consequently unlocking various engagement options with the party. The premise is straightforward: the more you contribute – whether through sharing personal data, recruiting new members, or making donations – the higher you ascend in rank.
The easiest way to start earning membership points is to complete a form with your key profile data, for example: previous professional experience, studies, political experience, administrative experience and languages.
Donor engagement: the benefits of contribution
Following registration, users are prompted to select a donation tier for party membership. The donation experience itself is ingeniously gamified, offering a distinctive user journey. Users have a choice of three donation tiers: Standard (20 euros per year), Silver (500 euros per year), or Gold (1000 euros per year). Each tier offers tangible benefits, including a plastic membership card serving as a physical badge of participation, guided tours of the Romanian Parliament, and exclusive discounts at the party’s official merchandise shop.
Opting for the Silver package grants priority access to thematic conferences and events featuring party leaders, while Gold members enjoy the added perk of a 1-on-1 meeting with the party president or other members of the National Bureau.
A notable advantage of this donation system lies in its transparency and simplicity. Beyond its gamified appeal and the opportunity to ascend in ranks, the process offers a clear delineation of benefits, resembling the experience of online shopping.
Ranking system: from sympathiser to full-fledged member
Upon providing personal data and making an initial donation, users enter the realm of “sympathiser”, granting them limited access to the application’s features. Progressing further, users ascend to the rank of “supporter”, a tier subdivided into three categories: beginner, active, and experienced supporter. Distinctions among these categories are based on the duration of app usage in days and the number of external members invited.
Each supporter category fulfils a dual role: “player”, indicating affiliation with a team, or “captain”, denoting the creation of a team. At the pinnacle of this hierarchy, users can apply for full membership simply through the app, unlocking exclusive internal functions tailored specifically for members.
Digital politics 101: the organisational potential
The app has become a pivotal tool for supporters and members alike. Within its framework, supporter-members wield the power to vote on party actions with a simple click of a like or dislike button. Moreover, members can electronically endorse petitions initiated by the party and seamlessly nominate themselves as delegates for upcoming voting sessions.
It delivers timely party announcements and news through a streamlined calendar interface, ensuring users stay informed with ease. Expressing opinions and confirming event attendance is straightforward, with comprehensive details provided, including meeting locations and participant counts.
Bonus: physical participation in party events gives users additional points, serving as proof of their active involvement.
Support: a personalised approach
Apprehensive about your tech capabilities? Fear not! The party leader (George Simion) acts as a gentle guide, introducing users to the key functionalities, ranking system and points mechanism. This transcends conventional FAQs or ChatBot assistance, making the leader your personal tech trainer. It’s a clever tactic, especially in today’s landscape of fostering parasocial relationships with online figures. The familiar face warmly ushers you into the online realm, creating a personalised and engaging experience for a smooth transition into the ecosystem.
When digital gets physical
I received a notification from the app early on the first day of the European People’s Party congress. It summons supporters to a protest against the re-nomination of Ursula von der Leyen as the European Commission president, slated to take place in Bucharest. Dubbed “Do you want another five years with Ursula? Tell her no!” The protest garnered confirmation from 300 online attendees within a few hours. A flashmob of more than 100 people turned out to demonstrate against the EPP’s policies.
In conclusion, the app boasts numerous advantages from gathering invaluable internal data to gamifying the user experience, and from providing a unified platform for all key party functionalities to fostering stronger bonds among members, volunteers, and supporters.
Currently, AUR stands in second place in opinion polls for the national legislative elections, underscoring the app’s efficacy in mobilising members for the party’s success.
