President Trump - who this morning said he had tested positive for Covid-19 - will now have to continue his re-election campaign in isolation from the White House. It mirrors the start of Joe Biden's campaign, who kicked off his run for president while hunkering down at home.
For Trump, this is likely the last thing he wants. Polls show he is already lagging in the race.
Yet, the latest news is not expected to grind his campaign to halt, thanks to the accelerated role of social media in pandemic-era elections. Famed political strategist David Axelrod, who used to work for Ed Milliband, wrote in May: "YouTube, Facebook, Twitter, Instagram, Snapchat and TikTok are all essential in a Covid-19 world in which candidate travel and voter contact will be severely limited. In many respects, they are the campaign, not an important part of it."
Trump's team already runs an impressive online operation that includes his own campaign app, a Twitter-feed with the power to shape the news cycle and a team that are constantly testing online adverts to see which messages have the most impact. His door knocking efforts - which were reaching a million doors a week in May, according to his team - is left to volunteers and staffers so it is unlikely to be affected.
However Trump will have to halt his trademark rallies, which he continued to attend in person, even as they flouted state restrictions on indoor gatherings. The President appears personally energised by these events but they also provide content that is key for his online campaign. Photographs of arenas flooded with people in "Make American Great Again" caps and video clips of them cheering the President's speeches have been a central motif, posted regularly on Instagram and YouTube.
This content will have to be replaced and if the President remains well enough to work, he has several options to replicate these rallies using existing technology. Like Narenda Modi's winning 2014 campaign in India, he could use a hologram of himself to address crowds in dozens of places at once. Or he could replicate Serbian President Aleksandar Vucic's virtual assemblies where he was surrounded by more than a hundred supporters on screens, clapping along to his speech in real-time.
But Geoffrey Peterson, chair of University of Wisconsin Eau Claire's political science department, told The Telegraph he doesn't expect a dearth of Trump rallies to make a substantive difference to his campaign. "Most of the people who show up [to these events] are already going to vote for the candidate anyway," he says.
Instead, to connect with voters, Trump could also adopt Biden's more intimate social media strategy. The Democratic candidate has mastered the ability to get personal on Zoom, listening to voters' concerns in virtual "rope lines", where people gather behind a digital "rope" in order to address the candidate.
Fundraising is also a factor that will be affected by Trump's isolation. Biden has embraced Zoom fundraisers, which can raise millions of dollars at once and cost almost nothing to arrange. But reports suggest Trump does not like Zoom, refusing almost entirely to use the platform for this purpose.
Peterson says Trump's tendency to fire out controversial statements on Twitter could be another concern for the campaign while he's in isolation. "If he is quarantined with nothing but his iPhone, you could end up having 300-500 tweets a day from the President," he says.