IBM wanted to do a series of posters for the South by Southwest music festival. They had a food truck stationed there that cooked up recipies created by their Watson supercomputer. Attendees of SXSW could vote on their favorites via Twitter. A guy in Canada hacked the Twitter campaign by creating his own image for Poutine, which wound up winning. In response IBM created 10 additional Poutine recipes for a special campaign accross Canada. The food truck was so successful they took it to the Cannes Film Festival and other locations with new recipes and new posters.