Social media now provides us with the ability to pre-experience a destination. Who doesn’t relate to the conflicting feelings of envy and joy by association that accompany a feed from a friend’s Facebook holiday? You want to feel like you’re there with them. We helped the city of Cape Town harness those sensations explicitly by inviting people (through extensive digital advertising) to send their Facebook profiles on a five-day trip to the Mother City in exchange for some positive feedback from friends and a chance to win the trip for real. Cape Town got increased awareness for its beauty and hidden gems as well as the benefit of an implicit peer recommendation. It was surprisingly simple. Since Cape Town tourism didn’t have buckets of money to spend on splashy TV commercials, they chose to hijack the place where everybody already goes to share their holidays: Facebook. Sign up, and you’d be able to virtually explore Cape Town in a five-day holiday. Users would get personalized content in their timelines that showed them all the different things they could see and do in one of Africa’s most beautiful cities. Creating all the that content meant the Cape Town Tourism shot 150 POV videos, took 10,000 snapshots, and wrote 400 status updates. As a result, people got to visit Cape Town through the eyes of their Facebook profile … and all their friends did too. A country is the collective of its citizens. What if they were all asked to talk about their own country? That’s what our amusing Random Swede campaign did for Sweden, a country where tourist revenues were reeling from recession. The campaign, which capitalized on Sweden’s pride of place and historic commitment to freedom of expression, provided prospective tourists with direct access to 5,000 random Swedes who had signed up for the “Dial-a Swede” international telephone hotline. There is no better way to experience a country than by talking to its inhabitants, after all. One hundred and ninety thousands calls came in from 186 different countries and 36,000 Swedes signed up as ambassadors. And what prospective tourists found out pleased them. They learned that Swedes are open and direct-talking people and are happy to answer any questions you may have about Sweden, that there is more to the country than its major cities, that Swedes love their country and would love for people to visit. In Ogilvy on Advertising, David asserts that the main purpose of advertising for good