In one of CNN International Commercial’s (CNNIC) largest digital-only projects, Bitdefender is sponsoring a bespoke CNNMoney video series, Unhackable, integrated with branded content and a range of rich digital ad formats. The Unhackable landing page will feature on CNNMoney throughout 2016.
The branded content and sponsored editorial videos will be optimised through CNN Audience Insight Measurement (AIM) to target tech enthusiasts and IT decision-makers in one of Bitdefender’s key markets, the US. Using CNN AIM, it will receive a range of analysed data metrics, insight and reporting well beyond the click through rate to show how users interact with the campaign.
A branded content video, produced by CNNIC’s creative division Create, sits alongside the editorial content. Entitled The Bitdefender Smart Home Challenge, the film depicts a family in the US living in a smart home. A team of hackers takes on the challenge to highlight the ease of hacking into smart home devices and disrupting daily living. In a light-hearted and entertaining style, the video highlights the importance of home security and how Box can protect home devices.
Additional commercial content, featuring expert interviews from the company and the full length version of video live on a branded content hub, launched this week.
“This is a campaign that hits the sweet spot for digital – engaging commercial and sponsored editorial content in a premium environment, all powered by intelligent use of data to target specific segments at scale,” said Rob Bradley, director, digital advertising revenue and data, CNN International.
“The content and advertising mix is designed as an integrated solution to support sales growth of Bitdefender Box as well as raise awareness of the brand and wider cybersecurity issues. This campaign couldn’t be happening at a better time, following the recent international expansion of CNNMoney and the site rising to become a top five financial news destination in the US.”
