Building your tech brand by having fun with acronyms

Marketers for technology companies are continually challenged to communicate complex  concepts in ways that are not only technically accurate, but also compelling and exciting to potential customers. At McKenzie Worldwide, we’re excited about technology and the transformation that our clients’ products and services bring to the world. Our creative PR and marketing teams are focused on making all of our clients’ products and services compelling, exciting and, on occasion, dare we say …. fun? 

Recently, we had a great opportunity where we were able to take a complicated and lengthy technology acronym and have a little fun with it for PKI Solutions Inc., one of our cybersecurity clients. SHAKEN/STIR is a new global technology standard supported by the Federal Communications Commission (FCC) and top telecom companies that is focused on putting an end to annoying and fraudulent robocalls. That’s SHAKEN/STIR as in Signature-based Handling of Asserted information using toKENs (SHAKEN) and Secure Telephone Identity Revisited (STIR) … whew! That’s a mouthful. But to our creative minds, SHAKEN/STIR does lend itself quite nicely to a marketing campaign playing off the iconic James Bond line: “Vodka martini. Shaken, not stirred.” 

Inspired by the suave 007 agent idea, we developed a great “Live and Let (Robocalls) Die” theme based on an old James Bond movie title and let the creative juices flow. Fortunately, the founder of PKI Solutions (aka “The PKI Guy”) could swing the James Bond look and embraced the idea. We designed special graphics, created James Bond photos and video shoots, created a special campaign landing page, and designed some fun swag to pull everything together to launch in conjunction with Black Hat USA 2019 and DEF CON 27, two big cybersecurity conferences, in Las Vegas this week.

If you’re interested in shaking and stirring things up with your marketing program and working with a creative team to achieve great results, give us a call! But, no robocalls, please.

Megan McKenzie

Author: Megan McKenzie

Megan McKenzie provides strategic leadership to McKenzie Worldwide and the agency’s work with technology companies in enterprise, consumer, wireless, networking, & cybersecurity.