#IsThisTMI

You wouldn’t post it in real life. Don’t do it online.

Project Overview

As more and more of life goes online, it’s increasingly important to guard the personal information we post online. To drive this point home, we adopted the Internet acronym “TMI,” — or “Too Much Information” — and designed security guidelines to help curb online oversharing. To make security palatable, we enlisted the help of comedian and YouTube celebrity Matt McCarthy to make a few snappy PSAs about common online blunders.

Deliverables

Marketing Campaign
Messaging & Positioning
Script Writing
Video
Social Media Assets

With an Ultrabook giveaway to help the medicine go down, the program quickly gained traction on social networks. Running just eight weeks, TMI generated 47,000 tweets, hundreds of Facebook shares, and 71,000 entries to win an Ultrabook. Over 200 organizations, including Microsoft, Visa, and the Huffington post shared TMI content on websites and social networks. More than 76,000 unique visitors accessed security education on Intel.com, putting TMI at number one on the Intel Daily Radar for 26 days. Our videos were viewed 39,000 times, and received glowing comments from users [“Probably the best PSA for the Internet I have seen in a long time.] Overall, the campaign generated 68.9MM impressions, making the Internet a safer place for users everywhere.