Two bursts of Norton 360 for Gamers content with four Australian PC gaming creators, run as editorial across Australia's biggest gaming channels, delivering 3.7 million views against a 650,000 view target.
Gamers do not think of themselves as targets. They do not believe anti-virus is built for their problems, their online personas or their game accounts, and Norton 360 for Gamers had been built specifically for all three. You Know Gaming had to connect a security product to a problem gamers already cared about, in language they would actually stop for.
The way in was hackers. Cheats, bots, wall hacks and scripting are the one thing gamers hate more than anything. You hate them in your games, so why allow them in your PC?
Four PC gaming creators, content built around the hackers gamers already hate, and a publisher network that carried it further than the creators could alone.
Rather than talk about security, You Know Gaming made the problem personal. Game hackers ruin the thing gamers love, and the same behaviour puts their PC, their accounts and their online identity at risk. That single line carried both campaigns.
Burst one paired Australian streamer Mythi with PandaTV for two tailored videos built around the worst game hacker moments, entertaining and informative at once, showing Norton 360 for Gamers was built for gamers by gamers.
The content ran through You Know Gaming's owned gaming and esports channels as editorial rather than advertising, clearly marked as a paid partnership and pointing directly at Norton's product pages.
The results earned a second burst. Two of Australia's most popular PC gamers, Drewdog and Kiki, created new content with universal appeal for gamers, each driving fans to their own dedicated Norton landing pages.
Across the second burst, the publisher channels delivered over 1.75 million views against 22,500 from the creators' own channels. The audience engaged where they already consume gaming content, which shaped every Norton recommendation that followed.
