Movements cannot be created. They are the result of like-minded individuals energized and organized into one big community. Movements can, however, be encouraged and there is one happening in Canada right now called Hockeyville, and it has taken on a life of its own.

If you’re not familiar with the Kraft Hockeyville campaign, a quick survey of the website, www.cbc.ca/hockeyville, will show you just how powerful a well conceived Web 2.0 campaign can be - 640 Canadian cities and towns, hundreds of thousands of passionate supporters, 50 Facebook groups, municipal and provincial politicians taking shots at each other and their towns and regular coverage on local newscasts across all networks. This was not all part of a master plan but the phenomenal by-product of a great campaign architecture, and it’s the stuff of dreams for Kraft, the campaign’s key sponsor.

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