The 'GrabMe' App Reminds Homeowners to Use Social Media Safely
Laura McQuarrie — April 13, 2016 — Marketing
'GrabMe' is the name of a fictitious app that was used as part of an awareness-raising stunt.
In order to bring attention to the fact that people commonly overshare on social media and reveal personal details that lead them vulnerable to burglaries, GrabMe was promoted like a real app. Essentially, this app was branded as an app where burglars could log in and access information about empty houses that are ready to be robbed nearby. But when users went to the download site, they were prevented from actually getting their hands on the app.
In a few days, it was all revealed that the GrabMe app was part of a stunt from Generali Insurance to promote better home security by getting the public to think more mindfully about their online practices.
In order to bring attention to the fact that people commonly overshare on social media and reveal personal details that lead them vulnerable to burglaries, GrabMe was promoted like a real app. Essentially, this app was branded as an app where burglars could log in and access information about empty houses that are ready to be robbed nearby. But when users went to the download site, they were prevented from actually getting their hands on the app.
In a few days, it was all revealed that the GrabMe app was part of a stunt from Generali Insurance to promote better home security by getting the public to think more mindfully about their online practices.
Trend Themes
1. Social Media Security - Opportunity for businesses to develop apps and services that enhance social media security and mitigate risks of oversharing personal information.
2. Fictitious App Campaigns - Opportunity for companies to use fictitious apps as part of marketing campaigns to raise awareness about important issues and promote their brand message.
3. Insightful Awareness-raising Stunts - Opportunity for businesses to create entertaining yet effective awareness-raising stunts to draw attention to important issues and boost public engagement.
Industry Implications
1. Cybersecurity - With the increasing rate of cyber attacks, there is a great opportunity for businesses offering cybersecurity services to develop solutions that address the risks of oversharing personal information on social media.
2. Advertising and Marketing - There is a potential opportunity for advertising and marketing agencies to leverage fictitious apps as part of creative campaigns to effectively promote brand messages and raise awareness about important issues.
3. Insurance - Insurance companies can leverage insightful awareness-raising stunts to promote their services and educate the public about the importance of home security measures and online safety practices.
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