THIS MARKETING WENT HORRIBLY WRONG 😭

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Selling · SaaS › Other SaaS

LifeLock lifelocktv.com ↗

Why it worked

The video highlights a shocking and memorable marketing stunt that backfired spectacularly, creating a compelling narrative about risk and consequence in advertising. The use of a real-life, high-stakes situation and a significant financial penalty makes the story inherently engaging and shareable.

Summary

This video discusses a controversial marketing campaign by LifeLock where the CEO, Todd Davis, publicly shared his social security number on billboards and flyers. The campaign aimed to prove the effectiveness of their identity protection service, but resulted in his identity being stolen multiple times, leading to a $12 million fine for the company.

Structure

1Introduction to a failed marketing campaign
2CEO shares his social security number publicly
3Criminals steal his identity multiple times
4Company fined for false promises
5Reflection on the campaign's impact

Product placement

Todd Davis (ACTS - appears on truck and flyers, is the subject of the marketing campaign, his identity is being used as bait. Removing his name would change the entire premise of the campaign.) LifeLock (ACTS - the company being advertised, its service is the subject of the video. Removing the name would remove the context of the marketing campaign.) LifeLockTV.com (ACTS - website for LifeLock, appears on screen. Removing it would remove a way to access the product.)

Original caption

This stunt should be illegal. 🛡️ follow roiinmarketing for the craziest marketing breakdowns #marketing #advertising #branding #viralmarketing #lifelock

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On-screen text

THIS MARKETING WENT HORRIBLY WRONG I'm Todd Davis This is my social security number 457-55-5462 MARKETING CEO OF IDENTITY COMPANY, REAL NUMBER MARKETING Worried about Identity Theft? CRIMINALS STEAL HIS IDENTITY THEY GOT ACTUALLY ON FLYERS AND THE INTERNET. THE MESSAGE HE ARE SO GOOD WILL MINE: WORKED. WAS BRAND, THE PROBLEM TODD'S STOLEN TIMES, ENDED $12 MILLION PROMISING COULD DELIVER. UNFORGETTABLE, IT JUST ACTUALLY WHAT DO YOU THINK CAMPAIGN? FOLLOW BREAKDOWNS ONE.

Transcript

marketing campaign that went horrifically wrong. The CEO of an identity protection company, Todd Davis, put his real social security number on a marketing billboard. Then they begged criminals to steal his identity. They got actually, they got his number stolen over 13 times, and the company ended up getting fined $12 million for promising protection that it could not deliver. This stunt was unforgettable, but it just actually worked. What do you think of this marketing campaign? Follow for more marketing breakdowns like this one.