Just as Superman protects Metropolis from evildoers, Norton software protects computers and digital devices from cybercriminals. But while the brand’s PC software was well known, consumers tended not to realize how vulnerable their smartphones and tablets were, let alone that Norton provide solutions to protect them. To raise awareness, Norton created a campaign that tied in with the then-upcoming Superman film “Man of Steel.”
Working with agency ARC Worldwide, Norton turned its Facebook page into a Digital Metropolis. Users posted photos and other content to personalize their “city”—their profile photo might appear as a poster on a wall, or their most recent Facebook post might show up as a billboard. Three exclusive videos with content from “Man of Steel” played within Digital Metropolis’s movie theater; one of the videos was reserved for mobile-only viewing to encourage engagement on smartphones and tablets. As users moved throughout the Digital Metropolis they could instantly win movie tickets and enter a sweepstakes for a chance at the $10,000 grand prize, all while learning of the cyberdangers to their mobile devices and digital data and how Norton could protect them.
The campaign resulted in a 32% increase in fans of Norton’s Facebook page, with each user interacting with the page an average of nine times. All told, the campaign generated 4,600 social shares of themed Norton content. And the mobile campaign’s click-through rate was nearly 2.5 times the industry average, a number that was clearly super.