In 2010, Leo Burnett’s Cannes conference was all about spontaneity in modern marketing. But how do you promote an event during the busiest week of the year at the marquee advertising festival? You demonstrate it.
As an example of real-time marketing, David, Leo Burnett recruiter, gave up his free will to Twitter and gave us a whole new perspective on Cannes. For six days and 144 consecutive hours, David had to do whatever the internet asked him to. At great peril to his health, his hair and his sobriety.
/ Wildfire keynote sold out and over 4,000 more people watched online.
/ By the end of the week, 46% of all mentions were about David.
/ 3.5M total Twitter mentions from 132 countries.
/ 100M estimated media impressions.