Who is that?! Is he important? Spider-Man?!

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One part social experiment, one part viral video, Brett Cohen, a college student from Long Island, headed out to the Big Apple to see if he could prank people into believing he was a celebrity. In short, it was a pretty big success. With two bodyguards on his side and self-hired paparazzi, the buzz created itself.

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Hordes of people started surrounding Brett and that only peaked more people’s interest to find out what was happening. People came up to Brett asking for pictures, hugs, and autographs. See the fake celebrity below!