The president has gotten involved in the effort himself. In January, he wrote a Happy Birthday letter to Zooey Deschanel, the “It Girl” actress and indie rocker, and recorded a minute-long video that ends with him walking off while listening to the “Golden Girls” theme song on his iPod for hipster icon Betty White’s 90th.

Keeping up with the pulse, the campaign joined Spotify to share its 2012 playlist with supporters. That’s the latest in an aggressive social media presence that includes Twitter accounts for the president and first lady, a Facebook presence, a YouTube channel, a Flickr page and a Google Plus profile. The White House also has tried to up his credibility with accounts on the microblogging site Tumblr and photo sharing platform Instagram.

The Obama 2008 campaign logo, a trendy graphic design ‘O’ rising over a red-and-white striped field, is back again this year with updates. It’s been modernized with matte colors replacing the glossy and more varied shades of red, white and blue. On BarackObama.com, the 2008 color palette and design has become more sophisticated, with bright blue replaced by navy blue, baby blue and white.

The changes, said Obama 2008 design director of new media Scott Thomas, are meant to allude to the cool while introducing the notion that Obama is now “more distinguished and more experienced” than he was four years ago.