Case History

Protecting the Digitally Active

 

Situation

Malware and viruses are multiplying every second at an exponential rate, putting your banking information—even your very identity—at risk. PC Tools, a division of Symantec, has a novel way of fighting the problem. Instead of simply inoculating your computer from the viruses and malware that has already been discovered, PC Tools provides an added layer of protection from undiscovered threats through Behavioral Technology. However, despite this award-winning technology, few people knew about PC Tools, the constantly connected demographic it serves, and the valuable space it plays in security.

Objectives

  • Establish PC Tools’ value-add and differentiation in crowded market to amp sales
    • Educate media about “behavioral protection”
    • Generate positive reviews for product line
    • Demonstrate company’s leadership in security space
    • Be included in consumer alerts and scam warnings
  • Articulate PC Tools’ customer brand
    • Gain coverage in traditional space and lifestyle publications
    • Develop recognition for products among influencers and key demographics

 

Special Connections

  • We branded PC Tools “constantly connected” user as the Digitally Active, who need to protect from Digitally Transmitted Diseases (DTD’s), which has given them a unique positioning in a crowded marke.
  • Since the Digitally Active watch certain movies, we urged PC Tools to put out alerts about scams targeting Harry Potter and the Twilight series resulting in worldwide coverage from security media, to the front page of E! Online.
  • When we discovered PC Tools could track the worst places in the US for outbreaks, we compiled a top five list of the worst places and matched PC Tools with local charities to educate communities about computer security.
  • Using PC Tools’ ThreatFire community data from its millions of users, GCP determined the worst time for cyber crime takes place on the Monday before Thanksgiving. For 2008, that date was November 24th. PC Tools’ warning was picked up by publications across the globe.
  • We coordinated worldwide efforts to launch PC Tools’ 2010 Security Line, it’s best-reviewed line to date.

 

Results

  • PC Tools seen as emerging player in security
    • Front page profile in USA Today
    • Coverage in diverse outlets: New York Times, MTV, VH1, MSNBC, CNN, ABC, NBC, and CNet
    • Reviewed by every major industry player
  • Coverage:
    • +500 original pieces of coverage
    • 71 reviews
    • Estimated audience of 385,000,000
  • “You have done more for us in 3 months than anyone has done for us before.”