???: Susan Orbuch (MKT-US)
????: 2010?9?8? ?? 12:11:58
??: Lynette Owens (MKT-US); Neil McElwee (MKT-US-C); Sandi Meyer (MKT-US)
??: Newsbank: Even More on Symantec's Hack is Wack now from Forbe's Andy Greenberg
Even more grief for Symantec’s hack is wack social media campaign – although I agree with the commenter that it’s not reasonable to expect a flood of entries in the first few days of a social media user generated content campaign…
Sep. 3 2010 - 11:32 am | 6,055 views | 2 recommendations | 5 comments
Symantec’s “Hack Is Wack,” And Cybersecurity’s Most Embarassing Marketing Campaigns
By ANDY GREENBERG
The cybersecurity industry has an image problem: Antivirus products possess all the cultural caché of toilet bowl cleaning fluids. Even infosec vocabulary–words like “cyber,” “hacker,” “spam,” and “computer virus”–seem like frozen relics of the late 1990s.
Now Symantec, with the bizarre cooperation of rapper Snoop Dogg, has put forward what may be the most spectacularly failed attempt to redeem that image in the industry’s history.
The antivirus giant’s “Hack is Wack” campaign launched earlier this week with a video interview of Snoop Dogg endorsing Symantec’s products and a call for user-submitted rap videos about hacking and cybersecurity. In the two days since, a whopping seven videos have been uploaded to the site. (My personal favorite submission freestyles on the hacker-free “magic land of snack,” where “elves with popcorn faces” ride unicorns and grill sperm whales.) Search Twitter for Symantec’s official #snoopnorton hashtag, and comments from users include “WTF? This is just sad,” ”#nortonantivirusstillsucks” and ”sounds like a clueless government marketing dept from 1982 made up that slogan.”
Here’s Symantec’s incisive video interview with Snoop Dogg:
Forgive Symantec. Its facepalm-inducing campaign is just the latest in a time-honored tradition of terrible cybersecurity marketing. Witness last year’s inexplicable commercial from Russian antivirus company Kaspersky starring Jackie Chan, in which he roundhouse-kicks computer viruses while riding a segway.
The year before, Ligatt Security chief exec Gregory Evans produced a series of ads worthy of his self-proclaimed title of “World’s #1 Hacker.”
The tradition harks back to 1992, when the Software Publishers Association produced “Don’t Copy That Floppy,” in which the rapping Disk Protector warns two would-be intellectual property thieves that if they copy a floppy disk, then “No Carmen Sandiego, no Oregon Trail, Tetris and the others, they’re all gonna fail.”
In 2009, the Software & Information Industry Association felt it necessary to remake “Don’t Copy That Floppy,” this time featuring a headscratching cameo by a pair of Klingons.
This article is so aggravating, it actually induced me to take the time to not only post a comment, but to SIGN UP as a member just to have the ability to do so. It peeves me so much because it is overtly hostile from the title to the “conclusion” (if you can call it that). As a pending entrant into the contest, it genuinely bothers me that you are writing Symantec’s effort off within the first week of the launch, based on (what seems) solely the response, namely that only seven videos have been posted in 2 days and the fact that a few of the entrants videos were not to your liking. Do you even listen to rap music? I’m assuming you do not, and its not because of your picture, its because your sarcastic “whopping 7 videos in 2 days” argument indicates you have NO IDEA as to the amount of work that goes into a proper rap song, let alone a descent video. So yes, perhaps the videos you saw at the time were less than billboard worthy, but you are completely unaware of what is to come. Please do not judge the whole based on the parts; this is an elementary fallacy and provokes me to consider forbes blog a shame based on your article. Luckily, I am much more intelligent than that. Cut the cynicism, it is not attractive. Can you call shame on Norton for having a marketing campaign that some might consider a “ploy”? Yes, yes you can; but as I scroll past the adverts on this very page, it reminds me specifically just how much of a ploy this blog is, and in general how EVERY ad is a ploy. Symantec’s “ploy” offers me, or for that matter any worthy opponent, a chance for a dream to come true. What does your ploy offer me? At any rate, I hope you have a follow up ready for me when my rap and accompanying video is posted. PS, if you took the time to understand the contest you are prematurely judging, you would realize it is judged based on talent (creativity/originality), and ability to convey the message, NOT view count or user ratings. THUS, my friend, any intelligent contestant would see no incentive to post their video as early as you wrote this, but rather would take as much time as possible to heighten their chances. Perhaps that is why merely 7 videos were posted. Think about it. It is not a coincidence that my video will appear towards the end of the contest. Hope you enjoy my rap, my username will be dpinto8, and my stage name is dp. TATA!
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