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.
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