It's the simple ideas that are so often the best and sending a phone packed with social media apps around the world to get people talking and sharing fits right into the category.
Just look at the success of Where the Hell is Matt?
Phone Around the World is the brainchild of Poland-based bloggers Jakub Gornicki and Ania Gornicka who are behind the Podrozniccy blog.
They had an old phone in good working order but their contract was coming to an end and wanted to do something a bit different.
The concept has already garnered quite a lot of interest with offers to 'host' the phone from more than 30 countries received in less than 24 hours.
Phone Around the World now has its own Facebook page as well as a page, shown above, with updates of its current location within the Podrozniccy blog.
People take care of the phone for a few days, use the social media apps to share information about their country or destination, and then find someone to take it on. There have been refusals!
Those taking part are also asked to produce a 90-second video called 'One Cool Thing' with all clips to be made into a film once the phone has completed its round the world trip.