Case Study: Leo Burnett’s David on Demand becomes the most talked about man at Cannes
December 21 2010, 1:08 pm | | No 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 riding in a helicopter, singing a love song, getting a lightning bolt haircut, a fail whale tattoo, going parachuting, driving a boat, jumping 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.