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Master Lock Reveals “The Secret Combination to Surviving the Teen Years”


Master Lock challenged JSH&A to think “outside of the box” and deliver a visual, interactive campaign that communicated the appeal and distinct benefits of the new Speed Dial combination lock to both teens and their parents. Applying our LIF™style  approach to reach both audiences, JSH&A developed a humorous, online video series and sweepstakes that led viewers on a hunt to answer the question, “what is the secret combination to surviving the teen years?” (Answer: BE YOURSELF.) While strategically highlighting key Speed Dial attributes, video topics commiserated with common teen experiences such as first relationships and being labeled “cool” in the lunchroom. Viewers were invited to piece together clues from each of 10 daily videos to enter daily and grand prize sweepstakes. Videos were distributed on YouTube, Facebook and other viral video sites and were tagged with metadata for enhanced search engine optimization. The viral video campaign was supported by a teen blog panel, social and traditional media outreach and targeted Facebook communications.


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