It's been documented that he's a great admirer of Obama's ground game strategy in his elections wins and modelled his own senate election win on it. He even handed out copies of Plouffe's book to his staffers as a Christmas present.
http://talkingpointsmemo.com/livewire/ted-cruz-gave-campaign-staffers-copies-of-david-plouffe-s-bookHe's put in the hours and money early on to set up a similar campaign infrastructure relying on grass-roots enthusiasm and just like Obama's did in 08, it's starting to bear fruit.
