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The Apprentice: LifeLock Puts You On Screen

 

Posted on April 22, 2009
Cécile Lorenzini

 

LifeLock protects its customers against identity theft, a real phenomenon in the United States. This advertiser, very present across the Web has chosen Vanksen USA to viralize their contest and make their services known.

The contest: LifeLock is sponsoring an episode of "The Celebrity Apprentice", a show presented by Donald Trump, the famous American businessman. The show "The Apprentice" has been broadcast by NBC for the last few years. In this reality show/contest, candidates compete against each other through business and negotiation challenges. One candidate gets fired by Donald Trump every week, and the winner gets the chance to work within Trump’s company, huge salary and contacts included.

The "The Apprentice" campaign by Vanksen has several objectives:

- To notify LifeLock customers that LifeLock will be featured in the next episode of "The Celebrity Apprentice".

- To invite LifeLock subscribers to participate in a contest with a trip to New York and a meeting with Donald Trump himself as the prize.

- To increase LifeLock’s exposure and find new customers

Vanksen has put into place a very surprising and innovative viral mechanism to meet the goals; a personalized video. One receives an e-mail from a friend saying that they saw you in the newspaper as the winner of the "The Apprentice" contest. After clicking on the link, you are redirected to a video in which you are made the star. We’ll let you see for yourself...

At the end of the video, you can yourself trick your own friends. This type of video has enormous viral potential, as it allows for personalization of the video. Through this customization people feel that they can participate in shaping the media before sending it on to their friends. Both this and the fact that they have already received the video from a friend ensure that this experience is not likely to be forgotten. Additionally, it allows LifeLock to increase its customer base in a non-intrusive, discreet way, all the while creating a relationship with them.

Now it’s your turn, visit globaltribune.com!


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- Translated from French by Hadrien Turner


 

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