Our task was to create buzz among young people for the second season of Can You Serve, a service-oriented reality show.In a society where the act of tipping was frowned upon, we leveraged on Facebook’s popularity among young Singaporeans to create the world’s first socially-powered tip jar. Each 'like' on Facebook released a real $1 coin on an quirky journey into a giant tip jar. A smartphone-optimised Facebook app was designed to engage with users on-ground. To engage home users, a coin-tracking webcam live-streamed each coin’s journey on the Facebook app.