Ever since Heroes hit our screens it has become something of a cult phenomenon, so we focused our creative campaign for the release of the Season 2 box set on engaging the fans and giving them content to share. Firstly, we created a widget which plays to host to an exclusive clip. The hook? The more people who embed the widget, the more of the clip they are able to see. We also created a snaggable video MPU which allows the users to grab it as a widget and place on their own social network profile or blog, along with a standard leaderboard and wide sky to be used on the Film channel on The Sun website. Finally, we built an expandable video banner for MSN Messenger which has been used to target the audience demographic and reach out to Heroes fans.