Congratulations to our sister agency Red, whose campaign for McAfee was named Global Campaign of the Year at last week’s PR Week Awards in New York.
The ‘ Dangerous Celebrities’ campaign by Red’s San Francisco office wowed the judges with one judge commenting: “My favorite overall. So clever and so eye-opening. Took a behind-the-scenes business product and brought it up front. Great results!”
The campaign made consumers as interested in web safety as they were in A List celebs by showing how cybercriminals use celebrities to lure internet users to fake websites that look legitimate but contain malware embedded in content. McAfee’s SiteAdvisor tool was used to create data indicating which search topics are the most dangerous, including which stars turn up the riskiest results.
As well as delivering coverage in the USA, Red provided content and guidelines so that McAfee’s global PR teams could replicate the campaign themselves using popular celebrities from their region.
The campaign was also a finalist in the Best Use Of Research category.
