FreedomWorks was a secretive and highly funded organization that sought to capture the populist movement and turn it towards the establishment GOP's goals. It's quite a sordid tale, but check these articles out for some context:
http://rightweb.irc-online.org/profile/FreedomWorks
http://www.motherjones.com/kevin-drum/2012/12/dick-armey-lea...
The campaign was not won by technology or lack thereof the opposition.