MARCH 2, 2010
Hero Complex
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We bet you’d be surprised to learn that the person designated to save the world from all its problems happens to be you. But thanks to the very clever and excellently executed interactive movie The Hero, you’ll see that that’s precisely the case.
All you have to do is upload a photo of yourself and the site will take care of the rest, as your image becomes seamlessly integrated into a convincing-looking film (we won’t spoil the surprise further). Swedish agency Draftfcb came up with this viral concept as a way of convincing a young and metropolitan audience to start paying a broadcast fee as part of the Swedish public-service system. And it’s been successful—there have been 2,500 new broadcasting fee subscribers through the Web site since the launch of the campaign, far surpassing the goal of 500. But while we can’t contribute, we can enjoy this terrific viral marketing for the fun that it is.
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The Hero 
