The video player is similar to the ones sold by Hallmark to send video cards to relatives or friends and is preloaded with copies of "The Jeb Story," a 15-minute documentary produced by the PAC.
The latest project by the PAC is "All digital," PAC Executive Director Mike Murphy said in an email. "Think 'Jeb Story' on a chip."
The PAC declined to say on Monday how much money they were spending to buy the video players and mail them, nor exactly how many people would be receiving copies. One person familiar with the group's plans, who asked for anonymity to speak frankly about the strategy, said that buying and preloading the video players is "amazingly cheap" with the cost per player "far less than a good bottle of Scotch."
The documentary debuted in the fall and is still running on the New England Sports Network, a channel seen across New Hampshire and neighboring states, when the outlet isn't airing hockey or basketball games, the PAC said. Online advertising on websites and Facebook targeted at New Hampshire voters includes links to the film so people can watch it online. The production is believed to have cost the PAC at least six figures, according to people familiar with the documentary, some of whom have panned it as a waste of money.
But Right to Rise has raised more than $100 million to back Bush's bid. The group is spending tens of millions of dollars on television advertising in Iowa, New Hampshire, Nevada and South Carolina, most of which now attacks Bush's rivals Sen. Marco Rubio (Fla.), New Jersey Gov. Chris Christie and Ohio Gov. John Kasich. The group also has hired field operatives to show up at Bush campaign rallies to distribute lawn signs and literature; flew a small plane with a banner over a Donald Trump rally in Alabama; and targeted Iowans attending the Rose Bowl in California.
And yet, Bush is still mired in the low single digits. The Bush campaign, which adopted a "Jeb Can Fix It" motto in the fall, recently rejiggered its staff to focus more on get-out-the-vote operations as the candidate acknowledged that the PAC is well-equipped to continue running television advertising on his behalf.
The video delivery seemed to surprise at least one recipient, Douglas J. Palardy, a hotel owner and GOP activist in Portsmouth, N.H. In a series of tweets, he described the video player as "iPad mini-esque."