The Marketing Mistake that Cost Lifelock Multi-Million Dollars

What happens when aggressive marketing meets an incompetent product? 

The biggest marketing fails of all time. 

Just to give you some reference, LifeLock is basically a tool that protects you against online identity theft. 

Now let’s understand what actually happened.

The company was very new and eager to prove itself. The CEO, Todd Davis came up with a  bold and aggressive idea for the marketing campaign.

The idea was to….. 

(Wait for it)



His idea was to print his Social Security Number on all the marketing and promotional materials giving an open challenge to all the hackers. The employees in the company were hesitant to go on with this but their opinions were ultimately ignored.

Needless to say, it didn’t work out.

The Marketing Mishap

What happened after this campaign is chuckle-worthy and sad at the same time.

Prompted by this open challenge given by the CEO the hackers all over the country got on their screens and managed to hack Todd Davis’s account 13 times. Loans were taken on his name illegally.

The price they paid.. (Quite Literally)

As you might have guessed the CEO himself lost millions. 

However, this was not the end of it.

This news spread like a wildfire and every paper, news channel, magazine and online portal covered this. As proved by the campaign the product was now declared to be a Hoax and FTC lawsuits were filed against the company.

As per the FTC’s own words:

“Lifelock falsely claimed it protected consumers’ identity 24/7/365 by providing alerts ‘as soon as it received any indication there was a problem.”

The company was hit with multimillion-dollar fines for false advertising.

Was this the end of it?


Following this debacle Lifelock was given some time to get its product up to the mark. This would have the saving grace. But, the company faltered to pay the initial fine. This in turn led to an investigation open up.

The investigation dug even deeper and found out that the company failed to meet the basic product guideline. This meant a 100 million dollar fine.

What exactly went wrong?

Well apart from negligence to pay fine the biggest mistake was-

Overestimating the Quality and performance of the product. 

The lesson you can learn.

The marketing campaign itself was Genius. It was attention-grabbing, it was bold but it missed the mark because the promise didn’t match what was being delivered.

Whenever we market any product the feisty thing to keep in mind is the message you are giving away. If your message doesn’t match what is actually being given, you are in trouble.

So proper knowledge and testing of your product is a must and having a solid product and service that is marketing from the base.

Your marketing message should always match the actual value you deliver with your products and service. Do proper research on your products and maybe listen to marketing professionals!

Want to learn more about Marketing and Branding lessons, Updates on SEO, Copywriting and business blogging?

Go Ahead and Join my FREE Newsletter and get all this delivered to your inbox every month.

This Post Has 26 Comments

  1. Wow, marvelous weblog layout! How long have you been blogging for? you make running a blog look easy. The full glance of your web site is excellent, let alone the content!!

  2. SEO

    Wow, superb blog structure! How lengthy have you ever been blogging for? you make running a blog glance easy. The overall look of your website is magnificent, let alone the content material!!

  3. I’m really enjoying the design and layout of your site.
    It’s a very easy on the eyes which makes it much more enjoyable
    for me to come here and visit more often. Did you
    hire out a designer to create your theme? Great work!

  4. That is a great tip especially to those new to the blogosphere.
    Brief but very precise information… Many thanks for sharing this one.
    A must read article!


    My relatives every time say that I am wasting my time here at
    web, except I know I am getting know-how every day by reading such
    fastidious content.

  6. As the admin of this website is working, no hesitation very shortly it will
    be well-known, due to its quality contents.


    hello!,I like your writing so so much! proportion we keep up a correspondence extra approximately your article on AOL?
    I require a specialist in this space to solve my problem.

    May be that is you! Taking a look forward to peer you.

  8. This site was… how do I say it? Relevant!! Finally I’ve
    found something which helped me. Thank you!

  9. I was curious if you ever thought of changing the layout of your site?
    Its very well written; I love what youve got to say. But maybe you could
    a little more in the way of content so people could connect with it better.
    Youve got an awful lot of text for only having 1 or
    2 images. Maybe you could space it out better?

  10. Post writing is also a fun, if you be familiar with then you can write if not it is complicated to write.

  11. I know this site provides quality dependent posts and other information, is there any other web page which presents these things in quality?

  12. Thorsten

    I have read several good stuff here. Certainly price bookmarking for revisiting.
    I wonder how a lot attempt you put to create this sort of wonderful informative site.

  13. What’s up, yeah this article is in fact fastidious and
    I have learned lot of things from it regarding blogging.

  14. aj lamp interior

    We’re a group of volunteers and starting a new scheme in our community.
    Your website offered us with valuable info to work on. You’ve done a formidable job and
    our entire community will be grateful to you.

  15. My spouse and I absolutely love your blog and find most of your post’s to
    be exactly I’m looking for. Does one offer guest writers to write content in your case?

    I wouldn’t mind creating a post or elaborating on most of the subjects you write in relation to here.
    Again, awesome web log!

  16. Wendi

    An intriguing discussion is definitely worth comment.
    I think that you should write more on this issue, it may not be a taboo matter but usually people don’t discuss these subjects.
    To the next! All the best!!


    Quality posts is the main to invite the users to pay a quick visit the site,
    that’s what this site is providing.

  18. jube lamp vistosi

    I all the time used to read piece of writing in news papers but now as I am a user of
    web thus from now I am using net for articles, thanks to web.

  19. Currently it seems like Expression Engine is the best blogging platform available right now.
    (from what I’ve read) Is that what you are using on your

  20. I have been surfing online more than 4 hours today, yet I never found
    any interesting article like yours. It’s pretty worth enough for me.
    Personally, if all webmasters and bloggers made good content as you did, the web will
    be much more useful than ever before.

  21. Definitely believe that which you stated. Your favorite justification appeared to be on the net the easiest thing to be aware
    of. I say to you, I definitely get irked while people
    consider worries that they plainly do not know about.
    You managed to hit the nail upon the top and defined out the
    whole thing without having side effect , people can take a signal.
    Will probably be back to get more. Thanks

  22. orb hanging lamp

    Hey there this is somewhat of off topic but
    I was wanting to know if blogs use WYSIWYG editors or if you have to manually code with HTML.
    I’m starting a blog soon but have no coding knowledge so I wanted to get guidance from someone with experience.
    Any help would be enormously appreciated!

  23. Hey just wanted to give you a quick heads up.
    The text in your article seem to be running off the screen in Internet explorer.
    I’m not sure if this is a format issue or something to do
    with internet browser compatibility but I figured I’d post to let you know.
    The design look great though! Hope you get the problem fixed soon.

  24. hana table

    Hey there just wanted to give you a quick heads up. The words in your content seem to be running off the screen in Internet explorer.
    I’m not sure if this is a format issue or something to do with browser compatibility but I figured I’d post
    to let you know. The design and style look great though!
    Hope you get the problem resolved soon. Kudos

Leave a Reply


Building Brands that People Trust and want to Buy from |Content Writer | Branding Content marketer | Digital Marketer | Branding | Freelancer| SEO | Copy Writer| Personal Branding