Maybe the 2016 presidential election will turn out to be all about the filter.

Hillary Clinton’s team released its newest digital campaign weapon aimed at Republican presidential nominee Donald Trump today with “Trump Yourself,” a single-serve website that stamps Snapchat-like filters on your face with Trump’s insults.

Trump is known for spewing out hateful and sexist comments, so it was likely easy for Team Clinton to choose. “If you need Viagra, you’re probably with the wrong girl,” reads one filter, pulled from a 2004 Playboy interview with Trump. Another filter places the word “Fat Pig” on your face, in reference to his comments about Rosie O’Donnell. In total, there’s about 20 different filters.

The gambit is clever, even more so in how it requires logging in with Facebook credentials. As in most things digital, this is all about the data. While the app doesn’t post to Facebook automatically, registering passes along the user’s email address to the Clinton campaign. Email remains a powerful tool for campaigns.

Sure enough, within a few minutes of registration, Clinton’s campaign sent out an email alerting that it registered our email address to HillaryClinton.com, a clever way to boost its mailing list and target potential viewers with news.

Clinton’s digitally savvy content team is likely hoping to replicate the viral success of “Straight Outta Compton” filter that consumed social media last August. It’s too early to tell if it will even near that meme’s success, but a quick scan on Twitter shows people are using it:

  • LinkedIn Icon