Hello,
I have enjoyed the visitsweden pages and the information therein several times when planning holidays. To me the one week ownership of @sweden by individuals is a brave experiment with social media, and it is unlikely to change my view about Sweden in general. If someone gets the stage for one week and wastes the opportunity with bad jokes, it’s his problem.

In the internet everyone has the right to make a fool of himself. Besides Jack's "bad attitude" is getting a lot of attention which is always good for marketing. The timing of the campaign also points to a plan from ad agency rather than "an accident".

Happy New Year,
Pekka