Norton Command Center Turns Consumers into Heroes - Event Marketer

Norton Command Center Turns Consumers into Heroes

DB_Symantec Vehicle_2012 Book
Year: 2012

Symantec set out on a mobile tour designed to persuade consumers who are apathetic about Internet security that protecting their data is worth paying attention to. The company’s Norton brand launched the Norton Operation Shield America tour—a self-guided “training” experience in a 48-foot double expandable trailer emblazoned with HD graphics of Captain America and his shield bursting through the sides. (Norton had rights to the superhero through a promotional partnership.)

The interactive tour visited fairs, festivals, colleges and retail stops, where it encouraged consumers to become “agents” who learned how to avenge cybercrime with Norton and Captain America. Inside the mock mobile command center, new “recruits” received a customized “credential card” and took an oath to avenge cybercrime. The interior was designed to look like a giant control room filled with monitoring screens, profiles of criminals and training stations. Stops on the self-guided tour included a situation room, which offered briefings on cybercrimes and a counterintelligence zone, where attendees could play with an interactive Norton product selector. The experience wrapped up with a final exam and green-screen photo with Captain America. Based on their test scores, recruits earned a variety of giveaways, and afterwards they could view their “dossier” and share photos on Facebook and Twitter via the tour’s dedicated website.

By the end of the 37-day program, 80 percent of all 24,000 attendees had swiped their credential card at all of the stations (that’s more than 19,000 long-term engagements), and consumers spent an average of 10 to 12 minutes in the experience. Plus, more than 5,600 consumers visited, which delivered more than 26,000 page views. And 3,500 dossiers were viewed online with photos shared more than 1,200 times.

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