Red breathed new life into the old topic of the dangers of spam email for McAfee.

When McAfee asked Red to create a new campaign to educate consumers on the dangers of spam email, Red took its inspiration from Morgan Spurlock’s exposé documentary on fast food, “Super Size Me.”

Red devised a creative program that would recruit real people around the world and ask them to do something McAfee has always advised against – “consume” large doses of spam e-mail - non-stop for a month.

The McAfee S.P.A.M (Spammed Persistently All Month) Experiment capitalized on the public’s appetite for reality TV by dramatizing the real consequences of spam. It wasn’t long before our volunteers were reading emails telling them they had “won the lottery”, “inheriting” vast amounts of money from long lost relatives in Nigeria and learning about new ways to “enhance” their physical performance.

Participants were invited to blog about their experiences on a McAfee-hosted blog site, so that people around the world could read about their online exploits.

The McAfee S.P.A.M Experiment reached over 90 million consumers in the US alone educating them about the dangers of spam e-mail. Coverage appeared on the front page of The San Francisco Chronicle and stories ran in the Wall Street Journal, New York Daily News, Chicago Sun-Times and the Los Angeles Times.