UR, the Swedish Educational Broadcasting Company, wanted to communicate that their programs are now freely available on their website. With a very limited marketing budget, we needed all the help we could get. So we started recruiting 7,369 new Program Directors, one for each program on their website. As Program Director, all you had to do was find a program you really liked, and spread it to your friends. In return, you got an interesting status update or tweet, indicating you had a new job. And an opportunity to promote a subject you care about. Be it tigers or feminism or artificial intelligence or whatever your chosen program was about.