A great question in a two party system the illusion is choice, the only way to breakdown such a system is to start by tearing down the local governance then move onto the state level with a strong group of parties to execute a strong challenge at the federal level. The mistake I think is that parties try to run every four years if a third party tried a serious campaign and pooled funding every 12 years they may be able to build a lot of capital. Social media is a weapon that is very powerful when used properly hype campaigns towards the future is the best way to build a new chance at governance.