I recently came across a great social media campaign by Lufthansa called RumourTravels that banks on the human nature of all of us to love rumours and to totally believe in traditional stereotypes of the world around us.  The site launched with three great videos that bring to life the typical rumours of three countries serviced by Lufthansa - stuff like in Germany people use beer for everything (i.e., brushing teeth, washing car, etc.) because it flows like rivers and streams in the country.  Another talks about how romantic France is, and shows a video of waiters making out, cops making out, random people who run into each other and because the country is just fueled with all things romantic they can't help but pash everyone they see. 

Now the company has asked others to send in written stories of other country stereotypes.  Lots on there already - womanizing Italian men, the city of Venice is sinking, every woman in Sweden is hot and blond, etc.  The participation has been huge as has the reading of the entires and the obvious overall engagement of consumers with the Lufthansa brand.  Great word-of-mouth, easy for people to participate, some fun prizes (trips) and more.  A great case study to learn from.