The Ready Active Jean protected by Norton took a strictly digital product and gave it a bold presence in the real world. Our jeans were made to provide the same level of security our software provides but in an unexpected manner that establishes our brand as a thought leader in the category and a force that actually reduces real-world crime.

• 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.

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.

With wearable tech becoming more and more mainstream, our agency saw an opportunity for Norton to be part of the conversation. Therefore, our target was early adopters and influencers who would be interested in wearable tech, not only for the technology, but also for the fashion. We aimed to shift the perception of Norton from “the antivirus software” brand to a ubiquitous end-to-end security software solution and position Norton as a thought leader in the category. The audience and the subject matter drove the media to be primarily on digital channels, but also created the need for consumers to experience the product live through event opportunities.