Firm recruits influencers to promote Project Jupiter data center
A marketing agency is recruiting social media influencers to promote Project Jupiter, a controversial AI data center being built in Doña Ana County, New Mexico. The campaign aims to generate positive sentiment and counter public concerns about the project's environmental impact, energy, and water usage, particularly as its air quality permit application is under public review. This initiative follows a previous anonymous mailer campaign that led to a lawsuit from the New Mexico State Ethics Commission.
A marketing agency, Xomad, previously known for its work on New Mexico's Medicaid re-enrollment campaign, is now recruiting social media influencers to advocate for Project Jupiter, a controversial artificial intelligence data center under construction in Doña Ana County. Source New Mexico reports that the campaign seeks paid posts designed to foster trust and encourage positive public comments regarding the project, particularly concerning its environmental impact and resource consumption.
Influencers reported receiving emails from Xomad, offering a "PAID social media opportunity" to promote a development promising 4,000 construction jobs, up to 1,500 long-term jobs, and significant tax revenue and investments in local infrastructure. While the initial outreach didn't name Project Jupiter, content creators like Adrian Martin recognized the talking points from a previous anonymous mailer campaign. This prior campaign resulted in a lawsuit from the New Mexico State Ethics Commission for alleged violations of the state Lobbyist Regulation Act.
A PowerPoint presentation for influencers, reviewed by Source New Mexico, confirmed the campaign's focus on Project Jupiter and its goals: to highlight the project's positive economic benefits, assure the community that its fuel and water systems will not impact the surrounding area, and increase positive comments on Project Jupiter’s website. This promotional push coincides with an extended public comment period for Project Jupiter’s air quality permit application. Some influencers, including Becky Wood with ABQ Adventures, publicly rejected the offer, citing environmental concerns, particularly regarding water usage in drought-stricken New Mexico, and a general opposition to large-scale AI projects. The developers and tenants, including OpenAI and Oracle, also transitioned a planned county-run town hall into an "open house and career fair."