One Shining Moment

Norton hits a three-pointer with college basketball tournament campaign on Yahoo! Mobile

According to sports pundits, “defense wins championships.” This maxim is often true for the annual championship tournament of college basketball, commonly known as “March Madness.” The security software leader Symantec plays a different type of defense, but one that is no less vital to its legions of fans and customers. Over the years, the company’s Norton products have built a legacy similar to those of college basketball powerhouses like UCLA and North Carolina.

During the 2009 tournament, Norton promoted a free trial of its new product, Norton Internet Security 2009, targeting Yahoo!’s highly engaged mobile audience. The goal of the campaign was to generate awareness of Norton’s performance improvements, and to capture email addresses to build its opt-in database. Like a Final Four “Cinderella” team, Norton’s mobile campaign far exceeded expectations, and provided important learnings for future promotions.

For more details, please visit the Yahoo! Advertising Blog.