Dive Brief:

• Cybersecurity company Norton has partnered with actor and filmmaker Dan Levy for a social-focused campaign promoting the public launch of its artificial intelligence-powered Norton Genie scam detection app, according to a press release.
• Levy informs viewers of the prevalence of online scams in new 60-, 30- and 15-second spots. The ads will appear across Facebook, Instagram, YouTube and Levy’s social pages, along with other digital channels.
• Additionally, Norton is marketing its Genie app through partnerships with a variety of influencers and an interactive Instagram game, the Scam Scan challenge, that tests consumers on their ability to identify fraud.

Dive Insight:

Timed to the widespread rollout of its new Genie app, Norton’s latest marketing effort aims to raise awareness about the enduring prevalence of online scams. One in five people has been scammed in the past year, per data cited in the release, with Genie positioned as a solution for those unsure of whether messages they receive are legitimate.

Norton’s Genie app allows users to upload screenshots of texts, emails, websites or social media posts that they believe might be a scam to receive an immediate response. The offering, which launched in early access last year, has scanned thousands of uploads over the past month and determined that nearly half (45%) were scam attempts.

“Scams will remain the leading cyber threat across the globe in 2024 and will continue to evolve in complexity at an unprecedented speed as a result of rapidly advancing technologies,” said Ondrej Vlcek, president at Norton parent company Gen, in a statement.

Key to the marketing push is the partnership with Levy, who will promote the Genie app on a variety of digital channels, including social media. A 60-second spot sees the actor sitting with a person who received a message that they were selected for a giveaway, only for it later to be revealed as a scam thanks to the Genie app.

The “Good Grief” director also appears in 30-second and 15-second ads. Teaming with a high-profile celebrity for a campaign is nothing new, though Norton’s focus on social media with Levy could be an indicator of the increased bets marketers are willing to make on the channel. As digital continues to grow, social media is expected to be one of the fastest-growing segments this year.

Separately, Norton is debuting an interactive Instagram game, the Scam Scan challenge, that challenges consumers to identify scams by nodding their head. The brand is also enlisting influencers Justine Ezarik, Laura Whaley and Jordan Howlett for informative content.

Norton remains active in its efforts to increase awareness around online safety, following a 2020 platform focused on its Norton 360 product and the need for stronger data privacy awareness. Brands outside of the cybersecurity category have encouraged consumers to get savvy about the dangers of being online. For instance, dating app Tinder last October teamed with “Mean Girls” actor Jonathan Bennett for a campaign tackling toxic behavior and online financial scams.