Our process in creating the Ready Active Jeans protected by Norton started by researching protective materials that could block RFID transmissions used by identity thieves. After finding the right blend of material we then worked with a local fashion manufacture to create a Beta pair of pants for testing. The beta pair was then subjected to RFID scan testing, allergy and comfort to skin testing, wash cycling and finally fashion design/stitching strength testing. After a few attempts we finally landed on the right blend of fashion and technology represented the first-ever physical manifestation of Norton digital security.

In order to position Norton as a thought leader, we aligned the brand with the leading publisher in tech news, Wired magazine. Not only was Wired’s audience the right target for the Ready Active Jean protected by Norton, but its readers are highly loyal, engaged, and look to its content to influence their tech knowledge and purchase decisions. Wired also presented an experiential opportunity through its pop-up-style Wired Store in NY which helped drive reach through online impressions, social extensions, and a 360 event that included Norton-branded WiFi, security guards in branded T-shirts, and a bespoke on-site product display. Norton was also featured on “Nuts and Bolts Day” alongside brand ambassadors.

• The Wired Store saw over 14,000 visitors in just 10 days.

• Norton garnered 16,000 impressions from the product page on store.wired.com.

• The Wired Store’s social promotions provided Norton with over 6 million social impressions.

• The program garnered invaluable press on major news outlets such as ABC News, BBC, and PC World.