He started a Facebook group, which
implied – but never stated so explicitly – that the city authorities
were planning to dismantle the fountain, which of course was NEVER the
case. He seeded the group to 125 friends who joined in a matter of
hours; then it started spreading virally. In the first few days, it
immediately went to a 1000 members and then it started growing more
aggressively. After 3 days, it began to grow with over 2 new members
each minute in the day time. When the group reached 27.500 members,
Jørgensen decided to end the experiment. So there you have it: almost
28,000 people joined a cause that didn't really exist!