David Hasselhoff is set to close the IAB's 10th Anniversary Engage event, We've Only Just Begun conference on October 15. Engage is a week-long initiative called IAB UK Digital Upfronts.The Hoff proved to be one of the star turns at this yearâ€™s Cannes Lions International Festival of Creativity.TheÂ star joined the fray in the south of France as part of a social media experiment coordinated by theÂ newly rebranded Golin. The actor kicked off the worldâ€™s foremost advertising and creative lineup with the "Relevance and The Hoff" seminar on Sunday.Golin created the #HofforNot game, which asks players to identify real and fake images of Hasselhoff. The idea was to get #HofforNot trending during the event to showcase the science behind how brands can use social media and real-time tools to stay relevant, just as Hasselhoff has done since he rose to fame in the 1980s.The event promises to be the biggest Engage yet with more than 900 delegates expected.
Hasselhoff will close our mega tenth anniversary show which will feature amongst others: Sir Martin Sorrell, WPP; David Shing, AOL; Eileen Naughton, Google; Gill Whitehead, Channel 4; James Whittaker, Microsoft; Lloyd Page, John Lewis and many more.