Dave Tomkins - Google Demo Slam

Incredible new products like Google Translate were being sold to the world by Google engineers. These were videos that focused on how tech worked.

And, geeez were they a tough watch if you weren't a Google engineer.

We knew people would love these Google products as much as the engineers when they could see how each influneced their lives. So we made demoslam.com - a place where demo-ing Google products was fun, inventive, weird, meaningful, silly and most importantly, competitive.

At demoslam.com Google Voice Search demos were pitted against Image Search demos. Translate demos went up against Google Background Image demos. Everyone voted and winners were celebrated.

Of course, we created a bunch of videos to get the demo-ing started. People everywhere jumped in to compete, learn about Google tech and watch product demos by the dozen.

There was no tradional media budget. Popular Demo slams were getting millions of views organically. Consumers were making ads, each one getting more than 200k views.

That's creative - by consumers. Production - by consumers, then each video watched by at least 200k more consumers. All for $0.

There were hundreds of DemoSlam’s online. Five scientists started a podcast where they do a competitive Demoslam each week. People ended up watching over 17 years of product demos.

DemoSlam was on Jimmy Kimmel, talked about in Time Magazine, FWA and Adage. Demoslam was recognised by Cannes Lions, The Clios, D&AD, The One Show and The Webbys.