Hasslehoff, best known for his lead roles in Knight Rider and Baywatch, has recently become more involved in talent shows such as Dancing with the Stars, and became a judge on America's Got Talent and Britain's Got Talent.
Hasselhoff will close IAB's tenth anniversary event, and a day of speakers that will include Sir Martin Sorrell, WPP; David Shing, AOL; Eileen Naughton, Google; Gill Whitehead, Channel 4; James Whittaker, Microsoft; Lloyd Page, John Lewis and many more.
The Hoff proved to be one of the star turns at this year’s Cannes Lions International Festival of Creativity.
The star joined the fray in the south of France as part of a social media experiment coordinated by the newly rebranded Golin. The actor kicked off the world’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.
IAB Engage, which sits at the heart of a week-long initiative called IAB UK Digital Upfronts, is sponsored by Exponential and supported by Brand Republic Group's Media Week, Marketing and Campaign.
The event promises to be the biggest Engage yet with more than 900 delegates expected.