In 2008, Barack Obama ran what was in some ways a revolutionary campaign. He took advantage of the possibilities of social media more than any candidate before him, allowing supporters to connect with each other without (too much) involvement or guidance from the campaign itself. They could design their own signs, set up their own meetings, figure out how to connect with the people they knew on their own. As a result, Obama volunteers felt a sense of ownership over the campaign in a way volunteers seldom do, leading them to work all the harder.
But as far as I remember, Obama didn't go around saying, "This campaign is revolutionary" all that often. He may have talked about the campaign in lofty, poetic terms as something unique, but he didn't spend too much time talking about how special the campaign was specifically as an organizational effort. In fact, when a candidate starts saying how unique his campaign is, it's usually because he's failing at the traditional measures by which campaign success is judged. Not raising any money? My campaign is so unusual, we don't even need money. Don't have any high-profile endorsements? That's because this is such a unique effort, the establishment doesn't understand it.
Nobody made this case with more style than Newt Gingrich, whose campaign is so outside-the-box, it is now operating without any staff or apparent attempt to get people to vote for him.