Cybergeddon launched day and date digitally, primarily on Yahoo!, in more than 25 countries and 10 languages and is a unique example of branded entertainment that was relevant across cultural and international divides and where the digital destinations housing the content – driven primarily by Yahoo! – offered a customized local experience within each region. There were no restrictions in place regarding branded messaging or sponsored content. However, given the ubiquitous nature of digital content – especially within the branded content space – Cybergeddon needed to tell a compelling story in order to rise above the cluttered landscape and attract a broad audience. In addition to an engaging storyline, the content had to offer viewers an authentic entertainment experience that was enhanced by the brand, not hindered by it. So Cybergeddon creator Anthony E. Zuiker turned to Norton by Symantec, a global security software company, to provide real-world insights through a team of experts who helped inform and authenticate the story line and the creative process overall.

Cybergeddon launched with a global go-to-market plan including on-pack and in-pack advertising, digital billboards at Heathrow airport, a branded mobile truck that crossed the US, robust social engagement including a Twitter party with cast, digital and rich media advertising along with media coverage in entertainment, lifestyle and tech outlets such as the Los Angeles Times and The Daily Mail. A fully immersive online experience featured photos, behind-the-scenes footage, articles about cybercrime, and an exclusive scene for Norton customers. Cybergeddon premiered with a star-studded red carpet event in LA with star Oliver Martinez and fiancée Halle Berry in attendance, among others.

While CSI creator Anthony E. Zuiker sought to make cybercrime as popular as forensics, Norton was looking for the right entertainment vehicle to teach consumers how our constantly connected lives leave us vulnerable to online threats. A partnership seemed a natural fit: a renowned content creator plus Norton’s team of experts combined with Hollywood talent for a story that would entertain and educate.

Norton also sought to reach consumers worldwide – and did so through a first-of-its-kind day and date global release – circumventing the typical challenges facing a global brand by bringing content and merchandisable assets to key markets in real time, bringing Cybergeddon to life in more than 25 countries and 10 languages.

To-date, the movie has garnered over 23m views globally, in addition to generating more than 900 unique stories and nearly 1bn media impressions. Media coverage ranged from Variety and The Los Angeles Times, to “The Insider ” and Le Parisien. A unique content area just for Norton customers featuring an exclusive scene and tips for viewers to protect themselves against cybercrime generated 14m page views. Social engagement, a key indicator for this program, reached 97% of its target within the launch window.