The campaign also included a social media element, namely a hashtag, which caused partisan drama over the fiscal cliff to spill on to Twitter.
The drama began on Wednesday when the White House issued this tweet:
— The White House (@whitehouse) November 29, 2012
The hashtag #My2K refers to the $2,200 in extra taxes a family of four will pay next year if Congress and the Obama administration fail to reach accord on automatic tax increases slated for early 2013. (Fiscal cliff refers to tax hikes plus automatic spending cuts scheduled to take effect.) The president wants to maintain Bush era tax cuts for middle income earners, while letting them expire on incomes above $250,000.