The surprise election announcement made for a sluggish start to the campaign in most ways. But the speed of digital meant the online campaign was up and running in minutes - in fact, as we'll see, the shadow campaign was already being waged. Every election , we talk about it being the biggest digital election.
That's not untrue. With five years between each vote, platforms move on - last time, TikTok was not the behemoth it is now, for example. But this is different, for a very old-fashioned reason: money.
Lots of it. First, though, the launches. Despite being in ostensible control, the Conservative effort was lacklustre.
Compare that to Labour , which put this slick video out within minutes. The lacklustre nature of the Tory launch was surprising, to say the least. It's a date – Rishi Sunak calls a July election Sir Keir Starmer says election is 'moment country has been waiting for' as he declares 'it is time for change' Veterans minister Jonny Mercer defends taking shoes and socks off on train "This is borderline negligent for a modern digital campaign where the first 24 hours are a real opportunity to create some momentum," Sam Jeffers, executive director of Who Targets Me, which tracks digital political advertising, tells Sky News.
He points out how slick equivalent launches by Democrat candidates in the US are in comparison. General election latest: Sunak asks 'who do you trust?' "As it stands, only one of the parties appeared to be ready for the digital campaign, and .