Every week, someone in Sweden is @Sweden: sole ruler of the world’s most democratic Twitter account. For seven days, he or she shares their everyday life, private opinions and general reflections. After that, someone else does the same — but differently.
The response was overwhelming. Sweden attracted over 25 000 followers from 120 countries and started thousands of conversations. Featured in all major media globally for a PR value above $19,800,000. Not only that but it won the Grand Prix at Cannes 2012.