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.
Digital advertisement created by McCann, Israel for DEUS, within the category: Media.