Internet security firm Bitfender is raising awareness of cybersecurity threats in the Internet of Things space with a film targeting CNN’s tech enthusiast audience.
Activity includes a ‘Smart Home Challenge’ film showing hackers disrupting the daily lives of a family living in a smart home by hacking into their smart devices.
Bitdefender, which has 500 million users worldwide, has partnered with CNNMoney for the campaign that features both branded content and editorial, which will be hosted on a microsite sponsored by Bitdefender.
Bitdefender VP of marketing and sales Mihaela Paun said: “CNN’s creative approach is a perfect fit for us to promote a whole new consumer cybersecurity category of products securing the smart homes which our flagship product Bitdefender Box pioneered.”
The deal represents one of CNN International Commercial (CNNIC)’s largest ever digital-only projects.
Activity will include the CNNMoney editorial team creating a video series called ‘Unhackable’ on the subject of cybersecurity, which is being sponsored by Bitdefender and hosted on a microsite on the CNNMoney website for the rest of the year.
The Smart Home Challenge branded content video is being produced by CNNIC’s in-house studio Create and will be “clearly labelled” as sponsor content to differentiate it from the editorial.
Create is also producing additional content that will sit alongside the Smart Home Challenge on a dedicated branded content hub page.
The campaign will use CNN’s Audience Insight Measurement (AIM) tool to target tech enthusiasts and IT decision-makers in the US.
CNN International director of digital advertising revenue and data Rob Bradley said: “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.”