There was more evidence of that today, as the Ed Miliband campaign conducted what must be the first ever mass voter identification push by text message in British party elections; a tactic central to Obama's US mobilisation.
My mobile received this at lunchtime today:
Hi It's Ed Miliband. Hope you don't mind me contacting you about the Labour leadership election. Can I count on your support? Reply Y or N. To opt-out text stop to [number redacted]
The final day of July saw the last formal hustings event before the ballot papers go out at the start of September. Campaigns who have found that format constraining can now freestyle - and each needs to work out how to generate momentum. Each of the candidates is having a short break, but there is little chance of a mooted August "holiday pact" to cease campaigning taking root. The race is entering its crucial stage.
So which campaign has an "August surprise" up its sleeve - and what might it be?
Might Jon Cruddas endorse David Miliband - as had been mooted - or might he stay out of the fray, and continue to campaign for the possible future post of elected party chair?
Campaigning will get more robust in the final weeks. I doubt we would hear anything as aggressively negative as Hillary's "red phone" attack on Barack Obama, but it will be interesting to see if any campaign thinks that "going negative" will bring more gain than risk in an internal party contest?
Does any candidate have an unanticipated way to play the second preferences game in a transferable vote election, which could change the race in an unexpected way. Could any form of candidate pact help deliver the race - or could that again backfire, if it seems like the Old New Labour way of operating after the Blair-Brown years?
Are there any other August "game-changers" in this race which nobody has thought of yet?
Do share your ideas or theories with us - in the comments or by email - as to whether there are moves to look out for which could shake the election up?