McAfee needed a way to engage consumers and raise awareness about the dangers of navigating the online world without proper security measures. The challenge was to present these risks in a fun, interactive way that would resonate with a broad audience, while still driving home the importance of online safety.
Consumers often underestimate the risks of operating online without security software. We discovered that many people think, “It won’t happen to me,” and rely on luck rather than safeguarding their devices. This insight shaped the direction of the campaign, positioning it as a challenge to test users’ understanding of their vulnerability online.
We developed a bespoke quiz game titled “Are You Feeling Lucky?” that gamified the experience of online safety in the aisle for McAfee, to deploy across its retail partners. The quiz tested users’ knowledge about common digital risks like phishing, malware, and hacking. The fun, quiz-based engagement drove home the message that leaving your online safety to luck is risky—inviting users to install McAfee to safeguard so they can live their best lives online.
