In July 2004, US cinema advertisements for Halo 2, the science fiction computer game, briefly carried the address for a website - ilovebees.com - which appeared to belong to a beekeeper who had mysteriously disappeared. Her honey-based recipes had been replaced by an apparently random list of numbers. Over four months 600,000 people joined in solving the mystery of what the numbers meant. What unfolded was a striking display of 'We Think': structured, mass collaborative creativity and intelligence.
People set up blogs and bulletin boards, websites and instant message groups. One 4,000-strong group, the Beekeepers, became the community's core, and discovered that the numbers were 210 sets of global positioning co-ordinates around the world and at each there was a public payphone.
Read article - 'People power transforms the web in next online revolution'