The “Do you have what it takes?” campaign for the Swedish Armed Forces aimed at recruiting new officers by letting you test your ability to solve difficulties under pressure, creating an urge to master a challenge and possibility to compare results with friends. In the online advertising, people couldn’t click the banner before solving a puzzle which halfway through turned 180 degrees and inverted the mouse movements. The banners were a huge success and reached click rates between double and more than tenfold of overall averages. People even screen dumped their results and posted on chats, blogs etc.