“Technology is advancing in ways we had never dreamed possible. In the span of just a few short years, the digital security category and the world at large have changed dramatically. To maintain relevance in this rapidly changing landscape, we broadened the role that Norton plays in people’s lives to impact brand consideration. Success meant we would need to break through to younger, tech-savvy influencers who had essentially written us off. Through bold, shareworthy actions, we demonstrated that we play an important role in these people’s lives. While most people acknowledge that digital security is something they should have, they don’t know what the latest threats are or how to avoid them. ‘In Search of the Most Dangerous Town on the Internet,’ an original brand documentary film, makes the intangible nature of digital security tangible. Blurring the line between advertising and entertainment, the film brings names and faces to the perpetrators of some of today’s most malicious online crimes. The goal of the film: educate, enlighten and prepare our audience for a world where everything is connected. Our media strategy focused on a highly distributed content model with efforts placed in a myriad of locations—namely, iTunes, Amazon, Hulu, Xbox, Google Play and BitTorrent. Within our first week, the film jumped to number one on the iTunes video podcast chart and secured the coveted position of Hulu ‘Featured Film’ in June. The film generated more than two million views and social sentiment surrounding it has been up 94 percent. Most impressively, a comScore study revealed that the film ‘significantly increased almost every reportable metric, especially unaided awareness and positive perceptions of Norton.’”