The “Do you have what it takes?” campaign, for the Swedish Armed Forces, aimed at recruiting new officers focusing on solving difficulties under pressure by using the urge to master a challenge and compare results with friends. The site had over 360,000 visits and over 180,000 completed tests (Sweden has 9 million inhabitants). In all over 70,000 hrs interactivity resulting in positive changes in preference, likeability and buzz. The campaign travelled into hundreds of blogs and press. In one month there were more applications than the whole previous year.