When the Nerds Go Marching In
The 2008 Obama campaign was arguably the first national campaign to take full advantage of digital platforms. They really doubled down in 2012:
The campaign had turned out more volunteers and gotten more donors than in 2008. Sure, the field organization was more entrenched and experienced, but the difference stemmed in large part from better technology. The tech team's key products -- Dashboard, the Call Tool, the Facebook Blaster, the PeopleMatcher, and Narwhal -- made it simpler and easier for anyone to engage with the President's reelection effort.