DEUS: Cookie
In order to launch DEUS, a TV series for teens, about an A.I. computer program gone wild – we decided to create DEUS in real life!
Stage 1: We invited teens to enter a sweepstakes, by filling out a form with personal data – while secretly installing a cookie file in their computer.
Stage 2: Two weeks later, we surprised them with personalized banners and a mysterious minisite that knew everything about them!
Stage 3: We Solved the mystery, by connecting the banners to the series.
The Results: A real panic was created, followed by wide discussions. Thousands of teenagers came to DEUS’s premiere screenings and the first episode brought record TV ratings.
Advertising Agency: McCann Digital, Israel
Chief Creative Director: Eldad Weinberger
Creative Technology Director: Max Shcherbakov
Creative Director: Merian Pachman
Copywriter: Sahar Lewenstein
Art Director: Viktoria Gendelman
Content Development & Social Media: Nir Refuah
Released: November 2008
8 Comments
Pretty insane... in a good way.
Actually, kind of lame.
It's pretty transparent to say something like "Are you enjoying your time at 'Riverside' high school?" I would just assume some advertiser got my contact info somehow. Oh wait, that's what happened.
Oh my, you must be pretty smart for a 14 years old brat.
You're the one that's lame. See what reaction it provoced there...
Good job! Great Idea.
brilliant!!!!..thats totally advertising! making a scandal first. good job!
Nice work.
seems slightly unethical and deceptive?
Would be interesting if it was actually done, but I think many people would find out pretty fast whats going on... And then they would be a lot of suing :)