Snap MyLife launches cable TV ad campaign to promote mobile security app


Snap MyLife is rolling out a nationwide cable television advertising campaign touting its Snap Secure mobile security application. The promotion is believed to be the first of its kind spotlighting a direct-to-consumer mobile app.

According to Snap MyLife, the four spots--one 60-second and three half-minute promos created by ad agency R2C Group--feature a family of "living" smartphones that alert viewers to the potential security risks facing mobile devices and pitch the Snap Secure app as the solution. The commercials will air across between 12 and 15 cable networks including A&E, CNBC and TruTV.

Snap MyLife also will launch a direct marketing campaign spanning the mobile, online, print and outdoor advertising channels. A complementary social media effort includes "Meet the Phones" pages on Facebook, Twitter and YouTube.

The cloud-based Snap Secure app is optimized for Google's (NASDAQ:GOOG) Android and Research In Motion's (NASDAQ:RIMM) BlackBerry, and it includes features like privacy protection and management tools, real-time tracking and location of family members, remote data wiping for lost or stolen devices and data backup and restoration. Snap MyLife offers Snap Secure at $5.99 per month or $57.99 per year for up to five users--the firm notes that Snap Secure downloads now top 2 million, with an additional 2,500 customers signing up daily.

Forty-two percent of U.S. smartphone users identify mobile privacy and security as top concerns according to a recent survey conducted by Harris Interactive on behalf of privacy management firm TRUSTe. Among 1,033 U.S. adults and 554 U.S. smartphone users ages 18 and older, 94 percent consider online privacy an important issue, with 55 percent saying that it is something they think of often. Eighty-five percent of smartphone owners said they will not download a mobile app if they don't trust it, and just 14 percent believe that app stores only make available apps that that safeguard their personal security.

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