We turned password education into a viral Internet holiday.
World Password Day — 2013-2014
Intel asked us to help people give a damn about their online security, so we raised our fists and declared May 7 World Password Day — a global holiday to check up on your password health.
Crazy? Yes. Did it work? Hell yes. Hell yes. Our 1st annual Password Day generated 59M earned impressions, drove more than 1M unique visitors to Intel’s Consumer Security Education website, and saw 30,000+ Twitter users take an Intel Password Day pledge to upgrade their passwords. Since then, it’s only grown.
In 2014, we built an addictive game called Password Blaster (play it here) and created shareable social content. We also set up our password grader across California with a smaller spin to win game that focused heavily on deeper engagements that had participants actively learning how to make long, strong passwords.
World Password Day — 2015-2017
For World Password Day 2015, actor and comedian Matt McCarthy starred in a series of knee-slapping password-themed videos. We spun up a viral Medium publication called Unhackable, partnering with New York Times journalist Ian Urbina to tell the stories behind 15 people’s passwords, and even published a leaked memo from Darth Vader about how bad passwords brought the downfall of the Empire.
2017 saw cities around the United States — Pittsburgh, Portland, and more — declare World Password Day an official holiday. We leveled up Intel’s Consumer Education Program program with the #LayerUp Field Guide, that made two-factor authentication fun and easy.
Whereas the City of Santa Clara, is one of the fastest-growing technology centers in the United States, with numerous growing and dynamic companies; and
Whereas as the digital age presents new opportunities for our economy, our businesses, and our people, it also brings new threats, like identity theft and online fraud, that we must adapt to address; and
Whereas passwords are critical gatekeepers to our digital identities, and new technology called two-factor authentication, is available for free on most applications and websites and allows individuals to add powerful layers of protection to their logins; and
Whereas, World Password Day was created to bring awareness and education to individuals and businesses to the availability of these free security protections;
Now, therefore, I, Lisa Gillmor, Mayor of the City of Santa Clara, California, the “Center of What’s Possible,” do hereby proclaim the first Thursday in May, May 4, 2017 this year, to be Password Day in Santa Clara, and encourage all residents to observe this day.Password Day Proclamation from Lisa Gillmor Mayor of Santa Clara, 2018-current
World Password Day 2021
For 2021, we revamped the World Password Day logo to match the new Intel brand that was rolled out in 2019. New social media graphics. New partners.