Notes from the Mediascape: Test your nerves undercover

A nifty online viral challenge rolled out to promote Law and Order: Special Victims Unit stands out from the usual suspects.

London, U.K.-based Ralph wants to know if you have what it takes to be an undercover agent for the NYPD’s special victims unit. To promote the launch of Law & Order: Special Victims Unit on the Hallmark Channel, the creative shop put together a nifty viral website at that tests how well you cope with stress while engaged in a covert operation.

The stress challenge gives you a five-second look at an undercover criminal profile. It then tests your stress response by asking you to recall details from the profile as you watch a clip featuring a character from the show, Det. Benson (Mariska Hargitay), as she goes undercover at a prison to flush out a corrections officer suspected of rape. Throughout the test, your ability to manage your heartbeat under duress is monitored using the space bar.

And, of course, in true viral form, upon completion of the test you are prompted to test a friend for a chance to win return flights to New York City.