McCann Erickson Israel created an interesting campaign earlier this year that I’d not heard of to date, but this case-study is pretty neat. To launch a new kids TV show about a super computer that knew all, McCann created a digital campaign that used cookies to generate personalised banners in real time (a real life DEUS) as part of a massive media buy that caused wide spread panic from parents and kids across the country!
It’s an interesting way to generate buzz about a new show. Probably borderline illegal is most countries, but enjoyable none the less! I’ve seen cookies used to sync with banner campaigns before, but I can’t remember to what extent? (thanks Sahar!)