A phone app and a database of more than 50 million voters were key weapons in the successful campaign of cricket legend Imran Khan in last month's general election, though rivals allege Khan also received clandestine aid from Pakistan's powerful military.
How Khan's Pakistan Tehreek-i-Insaf (PTI) party used the database and the associated app represents a sea change in the antiquated way in which Pakistan's biggest parties conduct elections, from pre-poll targeting of voters to on-the-day mobilisation of supporters.
PTI was secretive about the technology plan ahead of the July 25 poll, fearing rivals could copy it, but several party workers showed Reuters how the app transformed their campaign and gave them an edge.
The phone app proved especially useful in getting supporters to the polls when the government's own telephone information service giving out polling place locations suffered major problems on election day, leaving other parties scrambling.
It partly explains why Khan's party managed to win tight-margin races in the nuclear-armed nation of 208 million people, though Khan's rivals allege he also benefited from the powerful military's support - an allegation he staunchly denies.
Imran Khan swept to victory in last month's Pakistani elections. Source: Imran Khan (GETTY Image)
"It's had a great impact," said Amir Mughal, tasked with using the app and database, known as the Constituency Management System (CMS), to elect Asad Umar, a lawmaker who won his seat in Islamabad and will be Khan's new finance minister.
The small CMS unit led by Mughal, Umar's personal secretary, was typical of how Khan's party set up teams in constituencies across Pakistan to mine the database, identifying voters by household, zeroing-in on "confirmed" PTI voters, tagging them on the app, and ensuring they turned out on election day.
"Work that would take days of weeks is being completed in one to two hours," Mughal told Reuters in Umar's office minutes after the polls shut.
Khan's PTI surpassed expectations to scoop about 115 seats out of 272 elected members of parliament, while the party of ousted and jailed premier Nawaz Sharif trailed in second with 64 seats.
Developed by a small tech team, the CMS was a key response to Khan's bitter complaints after the 2013 poll loss that his party failed to translate mass popularity into votes because it did not know the "art of winning elections".
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