As they struggle to compete with an Iranian president who has the support of a state apparatus, leading candidates in June's election are resorting to Facebook.
Of Iran's 70m population, 47m have mobile phones and 21m access to the internet. Moreover, 60 per cent are younger than 30 and obsessed with technology.
About 475 people registered for the June 12 presidential election. But only three are serious contenders hoping to deny Mahmoud Ahmadi-Nejad, the fundamentalist president, a second term. They are MirHossein Moussavi, prime minister from 1981-89; Mehdi Karroubi, a former reformist speaker; and Mohsen Rezaei, former commander of the Revolutionary Guards.
Mr Ahmadi-Nejad's election headquarters is the quietest but almost all his populist plans, including higher salaries, are played up on state radio and television.
By contrast, only during the official campaign period, starting on May 22, is each rival candidate given equal time to show videos and elaborate on television.
"We are using new technologies because they have the capacity to be multiplied by people themselves who can forward Bluetooth, e-mails and text messages and invite more supporters on Facebook," said Behzad Mortazavi, head of Mr Moussavi's campaign committee.
Wireless technology would be used "extensively" to send speeches and slideshows. Supporters of Mr Moussavi have opened about 20 Facebook pages and attracted 7,500 members.
Mr Ahmadi-Nejad's opponents on Facebook are not yet campaigning against his re-election but their posts could fuel the anti-incumbent mood among the elite.
A page called "I bet I can find 1,000,000 people who dislike Mahmoud AhmadiNejad" has attracted more than 35,000 members, the highest number in all pages related to the president.
Mr Moussavi's campaign highlights his status as a descendant of the Prophet to attract poorer voters.
Analysts say the president's opponents may have one key advantage: they do not risk being seen to be supported by the regime.
"People's behaviour will depend on who they see in the campaigns as a representative of the regime and who they consider as a resistance candidate," says one fundamentalist politician, adding the latter would have a better chance to win.
