Hidden treasure by Andy Day

First form of social:
http://en.wikipedia.org/wiki/Kula_ring

The story of Mr Anderson’s shears, (and the extraordinary success enjoyed by ‘English Cut’ thereafter)
http://www.englishcut.com/archives/000014.html

Hugh McLeod, the blogging pioneer who has a nice take on social media originating from a tribe in Papua New Guinea. Can’t find original talk on it, but here’s his take on the shears and ‘holy objects’. Sales for English Cut suits soared.
http://gapingvoid.com/2005/01/24/toms-shears/

Year of books tv campaign, beautifully scripted, well cast etc:
http://www.youtube.com/watch?v=Q-ehYulpCB0