GQ reports don't be fooled by the shiny, happy staffers and peppy slogans. The president's re-elect is trained on the enemy, whoever that will be. Campaign offices are typically cluttered and uncomfortable, harshly lit windowless spaces that smell like people have been sleeping under their desks. Not this one. Obama 2012 occupies an entire floor of one of downtown Chicago's gleaming sandstone towers. Spread across more than 50,000 square feet, knots of twenty-something campaign staffers sit at rows of desks that stretch almost out of sight, evoking a trade floor more than a reelection fight. "Hey everyone," I hear a field staffer barking into a speakerphone, "we're live with Marshall in Nevada. Hello?"
For all the feel-good vibes and lusciously designed graphics, what the strategists here have built is a giant killing machine. They've had the money—a cool $61 million at last disclosure—and the time to assemble the biggest, baddest campaign infrastructure they could imagine. If you look past the start-up style ping-pong table with the stenciled 2012 logo and tune out the chirpy greetings of volunteers answering phones, you'll notice the team in the darkened southeast corner, the guys with the earlobe plugs and scraggly beards bent over MacBooks. New talent from Silicon Valley, these are the software engineers who are building proprietary data-collection, communications, and reporting systems that could drastically increase the campaign's ability to target swing-voters.
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Think of it this way.
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