Cannes Lions - Adobe and the #CannesLions Brand Competition

At a glance Explore how Adobe leveraged social data at the Cannes Lions Festival of Creativity, sparking interaction and becoming the 3rd most mentioned brand. Discover the power of big data in brand competition.

The Delegates at the Cannes Lions Festival of Creativity this year encountered the Grand Audi Theatre with a new perspective, in the form of Social Data - visualized. Buzz Radar and Adobe partnered with the festival to create the biggest indoor visualizations of social data, using the hashtag, #canneslions. We monitored the most mentioned brands and speakers of the festival as well as the latest tweets and photos tagged with hashtag, #canneslions. This became the main focus of the delegate's attention in between the seminars, and our creative visualizations promoted interaction with the attendees of the festival to result in 91,446 total mentions. Working with Adobe's creative team, branding team, and social media team, we partnered to create a visual that suited both Adobe and the Cannes Lions festival. Adobe became the 3rd most mentioned brand at the festival, and was part of a social reach of 542,032,912. As Technology and the questions of what to do with Big Data were prominent at the festival this year, the delegates of the festival were pleased to see a visual advancement of both these components. By the 3rd day of the Festival of Creativity, Buzz Radar had become the medium for a competition among brand mentions. Ogilvy was clearly leading the brand mentions with a well rehearsed and focused social strategy. Twitter, appropriately, was the 2nd most mentioned brand at the festival as their platform contributed to 98% of the data produced. Towards the last days of the festival, Ogilvy was successfully battling to keep their place and were only overshadowed when P Ditty, Deb Roy from Twitter, and Conan O'Brien took the stage.

Nicky Yates Published on July 3, 2013 12:59 pm

Frequently Asked QuestionsFAQs

What was the most mentioned brand at Cannes Lions Festival?

Ogilvy was the most mentioned brand at the Cannes Lions Festival, leading with a well-rehearsed and focused social strategy. They maintained their top position throughout most of the festival until major speakers like P Diddy and Conan O'Brien took the stage.

How did Adobe use social data at Cannes Lions?

Adobe partnered with Buzz Radar to create large indoor visualizations of social data using the #canneslions hashtag. These displays showed real-time brand mentions, speaker mentions, tweets, and photos, becoming a major attraction for festival attendees between seminars.

How many social media mentions did the Cannes Lions hashtag generate?

The #canneslions hashtag generated 91,446 total mentions during the festival. This social activity reached an impressive 542,032,912 people across social media platforms.

Which social media platform dominated Cannes Lions conversations?

Twitter was the dominant platform for Cannes Lions conversations, contributing to 98% of all social data produced during the festival. This made Twitter the second most mentioned brand at the event, which was fitting given their platform's central role.