Ezra Klein sets his sights on the unconventional campaign employed by Perry's campaign manager Dave Carney, in the 2006 gubernatorial election:
Carney invited four political scientists — “our four eggheads,” he would call them — into the campaign, and let them run wild testing ad buys, candidate visits, yard signs and the like. … A visit from the candidate had an enduring impact, both in the minds of voters and in the favorability of the local news coverage. Direct mail, robocalls, newspaper ads and visits to local editorial boards didn’t much matter, so Carney banished them from the next race. Most of the voters Perry was targeting were using social media heavily, so his campaign focused on creating virtual networks rather than opening regional campaign offices, a traditional mainstay of statewide races.
Perry easily won his subsequent elections.
Ezra insists he should apply the same logic to global warming:
A powerful hurricane is a problem if you’ve prepared for it. It’s a catastrophe if you haven’t. … If Perry needs convincing of that, he can just ask Carney and the eggheads whose data-driven labors helped put Perry in position to run for president.
Abby Rapoport pores over Perry's playbook:
Rather than making phone calls and wearing Perry t-shirts, would-be supporters were asked to do something very, very specific: turn out 12 Perry votes from their friends and family. … Almost 1.5 million voted in the Republican primary, more than had voted in 2008 when GOP presidential nominees were still battling it out. The unprecedented turnout carried Perry to a decisive victory over Hutchison.