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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

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8 comments

Guest's picture
Guest

Pretty insane... in a good way.

Guest's picture
Guest

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.

Guest's picture
Guest

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...

Guest's picture
Guest

Good job! Great Idea.

Guest's picture
Guest

brilliant!!!!..thats totally advertising! making a scandal first. good job!

kgeiger's picture
kgeiger
7102 pencils

Nice work.

Guest's picture
Guest

seems slightly unethical and deceptive?

Guest's picture
Guest

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 :)

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