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MacAfee's ambitious web campaign a "sharp shift in tactics"

Traditionally, MacAfee (the antivirus people) have relied heavily on print, but their new campaign marks a "sharp shift in tactics" to online.(Ad Week) But they're not just buying a bunch of display ad inventory or launching a couple of full-page takeovers, they're releasing a series of video documentaries on security featuring victims of cyber-crimes, security consultants and other experts.

MacAfee recently named (digital-heavy) Tribal DDB lead agency. OMD is handling the campaigns buying. Expect around 500,000 banner impressions, and video at YouTube to raise awareness of the documentaries. But don't expect to see the whole videos around the web. The goal of the effort is to tease people with snippets and drive them to the campaign's minisite for the full experience.

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