Got a text from one of my team members in New York not too long ago: “Call this number.”
She sent a pic of the number, scribbled on a piece of paper that looked like it was placed on the back bar of some restaurant, but offered no further explanation other than, “It’s crazy.”
Of course, I had to know what was up so immediately called, and did not love what I heard on the other end of the line. Before I say anything more, call the number: 855.752.5625
Seriously, try it.
If you do, in less than a minute, you’ll likely hear an automated voice greet you by first AND last name, then proceed to tell you your social security number and home address, which it pulled in a matter of seconds from the web.
Freaking scary, right?
It’s part of a branding campaign for Cloaked, a consumer privacy app we’ve invested in that can block user data from being shared across platforms - and it’s super powerful. For all those who claim their information is secure, for companies who aren’t concerned about hacking, the reality of the experience offers a chilling testament otherwise.
Credit card info, relatives, it’s all out there, but sometimes it’s hard to believe, which is what makes this campaign so compelling.
If you’re struggling to tell your company story, or highlight why your product is important, you may be forgetting the emotional element.
People don’t necessarily want to hear your long list of features and high profile clients, price may or may not be a concern, but if you make them feel something - in this case fear - you’ve got their attention.
Create an experience that elicits excitement, relief, frustration, or vulnerability. That alone will motivate them to take action.
When I briefly posted this number as one of my Instagram Stories, the reaction was insane. Cloaked received around 700 inbound calls in two days, and saw a 100% bump in users signing up for an annual/monthly plan. I received an equal amount of calls from my friends panicking.
The Cloaked team has since posted the number on a billboard in Times Square, and the reaction was x 10.
You can’t deny what your own ears have heard and Cloaked can help…