Zone Labs an Internet security software manufacturer just
“strategically lost” 5 000 wallets on the streets of San Francisco to
raise awareness of online identity theft and promote its product as a
Wallets contained collateral directing consumers to report their find
at a custom web site; everyone who did was entered in a drawing for 500
gallons of gas. The connection between gasoline and Internet security?
The web site told visitors: “Identity theft is skyrocketing—just like
The first 100 people who logged on received a $50 gas card or a copy of
ZoneAlarm Internet Security Suite and everyone who reported a missing
wallet got a discount of at least $20 off the software. Agency: Grand
Central Marketing New York City .