highlighted the limits of the internet with a video showing a crashed Google Streetview car- generating plenty of buzz in the process. The hoax went viral, and got coverage on some of Switzerland's biggest news publications, where it was read by 200,000 people. A Flickr account also posted seemingly genuine photos of the team next to the car, wearing a 'Travel Book Shop' T-Shirt. The video linked back to the Travel Book Shop, and traffic boomed by 300%, resulting in a sales uplift of 13% compared to the previous year.