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Cable Technology Feature Article

August 14, 2012

Snap Secure Launches 'Meet the Phones' Campaign to Promote Mobile Security App

By Madhubanti Rudra, TMCnet Contributor

The uses of smartphones are on the rise, and so are the risks associated with them. In an effort to make users aware of the everyday security threats, Snap Secure – part of Snap MyLife, Inc., which develops cloud-service applications for consumers – has launched an integrated marketing campaign, including TV advertising and social media presence.

As part of the campaign, Snap Secure has launched four TV ads, one 60-second and three half-minute spots.

The ads, which represent the first TV-ads for a direct-to-consumer mobile app,  introduce viewers to a family of "living" smartphones, consisting of a father, mother and teenage daughter, who explain how Snap Secure, a cloud-service security application for Android (News - Alert) and BlackBerry smartphones and Android tablets, can help protect mobile devices and the data within from those dangers.

The Snap Secure app provides protection and management of privacy; live tracking of family members, locating and remotely controlling lost or stolen phones and tablets, wiping data remotely, backing up and restoring data and preventing viruses, spyware and spam.

 The TV campaign, created by Portland-based R2C Group, is scheduled to appear on 12-15 national cable channels, including A&E, CNBC and TrueTV.

The direct marketing campaign consists of advertising support from online, mobile, print and outdoor advertising. The companion social media campaign includes "Meet The Phones" Facebook, Twitter and YouTube (News - Alert) pages.

"Smartphones and tablets are mainstream and we want to inform consumers that there are mobile security apps on the market that will help them to protect their families, their devices and their data in a responsible yet cost-effective manner,” said Michael Subhan, vice president of marketing at Snap MyLife and developer of the integrated campaign for Snap Secure.

Last month on behalf of Snap Secure, Harris Interactive (News - Alert) conducted a survey in which 76 percent of smartphone or tablet owners indicated that the safety and security of their personal information on their devices is very/extremely valuable, and 97 percent agreed it was at least somewhat valuable.

"The survey underscores Americans' increasing dependence on their smartphones and tablets,” noted Jiren Parikh (News - Alert), president and CEO at Snap Secure. “It also highlights their interest to not only protect their digital devices against viruses, spyware and spam, but also their own personal and family security.”

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Edited by Braden Becker

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