Visit Myrtle Beach likes to try sh*t. When they were presented with a test buy on Reddit, they wanted to make a splash.

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At the time, AI was in its infancy – the good ol' days – so we took advantage. We let AI "rebrand" the destination as Mitarry Best, complete with a new logo, billboards and a Super Bowl spot.

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Instead of getting met with downvotes and disparaging comments, Redditors loved it. They even bought merch on a Shopify site we put up once the thread went viral.

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This work was featured in Ad Age and won a silver Addy.