The White House’s Digital Strategy is Failing to Connect

The White House’s “Build the Wall” game, released in an effort to leverage popular culture and promote its policies, has been removed just days after its release. This incident is a symptom of a larger problem with the Trump Administration’s digital strategy.

The game was part of a broader effort to create arcade-style games that mimic popular titles like Tetris, Snake, and Flappy Bird. According to the White House, these games were designed to “contrast between a culture of fun and winning and the dark socialist vision Democrats have for America.” However, this approach is more accurately described as a shallow attempt to associate iconic brands with the Administration’s policies.

The Tetris Company’s swift rebuke of the game highlights the risks involved in this approach. By borrowing mechanics from beloved games without permission or proper credit, the White House has inadvertently drawn attention to its own lack of originality. The company stated on social media that “At Tetris, we believe in the power of connection and bringing people together, not dividing them.” This is a stark contrast to the divisive rhetoric often associated with the Trump Administration.

The removal of the game raises questions about the White House’s understanding of what makes a successful digital strategy. Rather than engaging with Americans on their own terms, the Administration has resorted to borrowing from existing brands and trying to shoehorn its policies into popular culture. This approach not only risks alienating potential supporters but also reinforces the perception that the Trump Administration is out of touch with the concerns of everyday people.

The “Build the Wall” game’s title is a particularly galling example of this disconnect. A decade after President Trump first campaigned on building a wall along the U.S.-Mexico border, hundreds of miles remain unfinished, and American taxpayers are still footing the bill. It’s hard not to see this game as a desperate attempt to revive a long-stalled campaign promise, rather than a genuine effort to engage with Americans.

The White House’s digital strategy is a symptom of a deeper problem with the Administration’s approach to governance. Rather than focusing on real-world solutions to pressing issues like inflation and high fuel prices, the Trump Administration has opted for shallow attempts at cultural relevance. This may have been a winning formula in 2016, but it’s clear that this approach is no longer effective.

As the White House looks to revamp its digital strategy, it would do well to take a page from companies like Tetris and Sega, which prioritize creativity and originality over shallow attempts at cultural relevance. By doing so, the Administration might just find itself connecting with Americans on their own terms – rather than simply playing catch-up with the latest trends.