Troy, Michigan, couldn’t afford to sustain its library, so it scheduled a vote for a tax increase. A strong antitax group waged a dominating campaign against it. Forming our own political group, we posted signs around town that said, “Vote to close Troy library Aug. 2, book burning party Aug. 5.” We drove voters to our Facebook page, adding Twitter, Foursquare, fliers and more to increase engagement. The campaign became international news as outcry over the idea of burning the library’s books drowned out the opposition and galvanized support for the library – and the ballot for a tax increase won by a landslide.