Case Study: How Leo Burnett’s David on Demand became the most talked about man at Cannes
December 21 2010, 11:57 am | | 6 Comments
Leo Burnett Worldwide has released the video case study of ‘David on Demand’, which saw David Perez, a copywriter from Leo Burnett Chicago turned into a social media experiment at the 2010 Cannes Advertising Festival.
Users could control his actions through Twitter and view the experiment live via 24/7 video streaming through his webcam. Perez had to do anything that was tweeted of him – he received 20,000 requests, including ride in a helicopter, sing a love song, get a lightning bolt haircut, get a fail whale tattoo, go parachuting, drive a boat, jump in the water, and drive a Bentley. By the end of the festival almost half of the mentions of the Cannes Advertising Festival were about David on Demand.
Click here to view the case study.
6 Comments
Ian’s getting ready in bigger format. There goes award chance for mojo…….
Burnetts do great case studies. It’s a shame the actual ads are such miserable failures.
Aw 12:38… Santa miss out on you this year?
Lighten up dude.
If only someone had asked him to dress as a chicken.
um.. so what is it actually advertising?? even the case study failed to mention why, or what it was all about! looks like an excuse to go to cannes to me…
good point.
what’s it actually for?