The 2013 poll may be remembered as the first "selfie" election in Australian history, and Kevin Rudd as its master.
The prime minister was mobbed when his campaign stopped in at Brisbane's Ekka show on Wednesday, with crowds 10-deep fighting to get close enough for a picture.
Say what you like about the reliance of modern politics on style over substance - one can't deny Mr Rudd knows how to work a crowd.
It's not just young people who scramble for a mobile phone pic with Mr Rudd. There are mums, dads and grandparents, too.
Social media is omnipresent these days - Kevin Rudd alone has 1.3 million Twitter follows - so one can only guess at what rate each shot is loaded to Facebook and Instagram, and tweeted and retweeted.
If the humble "selfie" was the true gauge of voting intentions, Mr Rudd might not be in so much trouble in his home state of Queensland.
Mr Rudd spent much of the second week of the campaign in the Sunshine state where, if the polls are correct, the expected swing to the new Labor leader has failed to materialise.
Labor has turned to an unlikely pair of saviours in Queensland - former premier Peter Beattie, and maverick independent Bob Katter.
The recruitment of Mr Beattie will shore up the ALP's chances in Brisbane, it is hoped.
Meanwhile, Labor has been wooing long-time friend of the prime minister, Mr Katter, with the preferences of his new party likely to be crucial in the north of the state.
Mr Rudd's campaign inched its way up the far north Queensland coast in week two, with stops in marginal coalition electorates Dawson, Herbert and Leichhardt.
All held by less than five per cent, the preference deal with Katter's Australia Party could be what gets the ALP over the line in the tropics.
At the Dawson campaign launch, held in Mackay on Monday night, Mr Rudd told supporters the party was engaged in the "fight of our lives" across the country.
"(In) those we hold and which we may be defending on a thin margin. Those we don't hold like Dawson, which they only hold by a thin margin."
Queenslanders can expect to see much more of the PM over the next three weeks.
If Mr Rudd can't pick up seats there, likely losses in Sydney and Victoria will be the downfall of the country's first true social media PM.
