Bromium wanted to elevate its micro-virtualisation message beyond IT to a C-Suite audience across enterprise, government and law enforcement audience. By partnering with Dr Mike McGuire, Senior Lecturer in Criminology at the University of Surrey, Spark developed an academic research paper examining the social ramifications of cybercrime. The research was designed to demonstrate why companies need to better defend against cybercriminals, and to aid in the design and development of robust enterprise cybersecurity policies.
To create maximum impact, Spark’s media strategy centred around the RSA Conference, including successfully entering Dr McGuire for a speaker slot. In the lead-up to the show, the team engaged in a ‘teaser’ campaign – issuing media alerts covering findings that were not part of the core story to pique interest in the main report.
The teaser media alerts had broad focuses to engage a wide audience. One alert was on findings relating to money laundering and the use of virtual currencies, the other was a lighter look at cybercriminals’ earnings and what they spend their money on. The final stage was to launch the Web of Profit research. This involved pre-briefings under embargo, video content, hosting a media event during the RSA Conference, and presentations on the Bromium stand during the show, supported by promotion across Bromium’s social channels.
