No, nothing cult-like about this at all.
Via Times 24/7:
The Obama campaign has rolled out a new Twitter campaign: “For all”. In it, celebrities and Obama supporters have uploaded images of themselves with their hands over their hearts, pledging to support his re-election bid. The creation of the Twitter feed appears to be in response to a video of Mitt Romney discussing his chances of winning over 47 percent of the electorate, which pays no federal income tax.