6. Steal This Identity
In a hybrid promo stunt/ad campaign, LifeLock CEO Todd Davis promoted his identity theft protection service by giving out his real social security number in print and broadcast ads and daring thieves to try to steal his identity.
A West Virginia law firm representing multiple plaintiffs is attempting to sue, claiming that the ads are misleading because Davis' identity has been stolen since he began dispensing his information on air - by about 20 different thieves.
LifeLock disputed the claim, saying that while many would be thieves were induced by the opportunity, only one was successful, to the tune of just $500. Whether the LifeLock goes down as one of history's great ad campaigns or just another payday for lawyers remains to be seen.
Image: Richard 'The King' Petty poses with for a photo with the NASCAR Sprint Cup drivers as they all wear the same style hat as Petty to congratulate him on his 50 years of being affiliated with NASCAR prior to the start of the NASCAR Sprint Cup Series LifeLock.com 400 on July 12, 2008 at Chicagoland Speedway in Joliet, Illinois. | Photograph: Geoff Burke/Getty Images for NASCAR
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