Diving overview:
- Cybersecurity company Norton has partnered with actor and director Dan Levy on a socially-focused campaign to promote the general availability of its artificial intelligence-powered fraud detection app, Norton Genie, according to a press release.
- Levy educates viewers on the prevalence of online fraud in new 60-, 30-, and 15-second spots. The ads will appear across Facebook, Instagram, YouTube, Levy's social pages, and other digital channels.
- Additionally, Norton is marketing the Genie app through partnerships with various influencers and the “Scam Scan Challenge,” an interactive Instagram game that tests consumers' ability to spot scams.
Dive Insight:
Norton's latest marketing efforts, coinciding with the broader rollout of the new Genie app, aim to raise awareness of the prevalence of online fraud. According to data cited in the release, one in five girlfriends have been scammed in the past year, and Genie is positioned as a solution for people who aren't sure if the messages they receive are legitimate. Masu.
Norton's Genie app allows users to upload screenshots of potentially fraudulent texts, emails, websites, and social media posts and receive instant responses. The product launched in early access last year and has scanned thousands of uploads over the past month and determined nearly half (45%) to be fraudulent.
“Fraud will remain a major cyber threat worldwide in 2024 and will continue to evolve in complexity at an unprecedented speed as a result of rapidly advancing technology,” Ondrej Vlcek, president of Norton's parent company Gen, said in a statement. ” he said.
Key to the marketing drive is a partnership with Levy, which promotes the Genie app across a variety of digital channels, including social media. The 60-second spot shows the actor sitting with someone who received a message saying he had been selected for a giveaway, which was later revealed to be a scam thanks to the Genie app.
The “Good Grief” director also appears in the 30-second and 15-second ads. Teaming up with high-profile celebrities on campaigns is nothing new, but Norton's focus on social media with Levy shows marketers are betting aggressively on the channel. may indicate. As digital continues to grow, social media is expected to be one of the fastest growing segments this year.
Separately, Norton is debuting an interactive Instagram game called “Scam Scan Challenge,” which challenges consumers to identify scams by nodding their heads. The brand will also rely on influencers Justin Ezarik, Laura Waley and Jordan Howlett to provide useful content.
Norton remains active in our efforts to raise awareness about online safety, following our Norton 360 product and 2020 platform that focused on the need for stronger data privacy awareness. Brands outside the cybersecurity category have been encouraging consumers to understand online dangers. For example, dating app Tinder last October teamed up with “Mean Girls” actor Jonathan Bennett on a campaign to tackle harmful behavior and online financial fraud.
