We are Sterling Cooper (or why brands really shouldn't sue their biggest fans)
Spreadable Media

This Book Will Be Famous

Book famous
Asi and Nicky have put together a lovely Book Crossing / 6 degrees of separation project.

The book in questions tries to find its way into the hands of famous people, who then add to it and pass it on, adding value to it in the process.

Once its full they are going to auction it off for the NSPCC - officially a GOOD THING.

More details here and here - another example of hybrid ideas that traverse the digital and the 'real' world - the book's real world progress gets tracked and shared online.