Locking Out Cybercrime: How Webroot Delivered Cybersecurity Awareness with In-Hand Advertising
During Cybersecurity Awareness Month in October, Webroot launched an innovative and engaging campaign to promote its brand and educate consumers on the importance of cybercrime prevention. By utilizing door hangers and pizza toppers as in-hand advertising media, Webroot cleverly delivered its cybersecurity message straight to households in targeted areas in Chicago.
Campaign Overview
Webroot targeted over 40,000 households by placing door hangers on homes with the message to “Lock Out Cybercrime.” Simultaneously, distributing pizza box toppers featuring a lighthearted and engaging call to action: “We thought of jokes cheesier than this pizza.” Each door hanger and pizza topper included a QR code, which directed users to a cybersecurity survey filled with jokes and tips about how to protect themselves from cyber threats.
Engagement and Reach
The playful messaging encouraged users to scan the QR codes and complete the survey, allowing Webroot to track engagement and measure the effectiveness of the campaign. The campaign reached an estimated 12 million impressions, with a CPM ranging between $4 and $5. The combination of light humor and cybersecurity education created a memorable experience that effectively reached a large audience in an everyday, casual setting.
Key Benefits
Creative and Relatable Messaging: By combining the serious topic of cybersecurity with humor, Webroot made a technical subject more approachable and memorable. The pizza topper jokes helped engage consumers in a fun way, leading them to the cybersecurity survey while they enjoyed their pizza.
Targeted Outreach: With door hangers and pizza toppers being distributed to over 40,000 households, Webroot reached consumers in their homes, maximizing visibility and engagement in areas where they were likely to take action.
Effective QR Code Engagement: The use of QR codes allowed Webroot to track participation in the survey and monitor the level of interest from the audience, providing valuable insights into the campaign’s impact.
This campaign highlights how Webroot creatively used in-hand advertising media to bring awareness to cybersecurity, merging humor with education to capture attention and drive engagement. By pairing the campaign with pizza deliveries and door hangers, Webroot was able to reach its target audience with a memorable and impactful message—demonstrating that even cybersecurity can come with a slice of fun.
