Challenge:
McAfee is the world’s largest dedicated security technology company. Key challenge was to raise the profile of McAfee’s software with less tech-savvy target groups and to increase the overall brand awareness and thought leadership.

Solution:
Set up the McAfee global spam experiment through recruiting 50 volunteers around the world surfing the web, making online purchases and registering for promotions. Participants then forwarded the spam to McAfee’s research lab.

McAfee Avert Labs analyzed the collected spam and compiled a comprehensive report featuring the results and demonstrated the differences from country to country.

Harvard PR then mounted a major media relations campaign to all media across Germany

Results:

·      Overall coverage: 17 articles print, 98 articles online, 41 radio features

·      Overall reach: 1.233.638.384 (print, online, radio)