What does a lock company do when they need to break a new product?

Pad locks are not always revered as the most cutting edge in technology, design, or style. For years locks have been a utility that most of us use in our day to day lives but beyond assessing their level of security we have never given them too much thought. So what does a company like Master Lock do when they have a new lock design, concept, and technology that is not only highly secure, but hella cool to use and look at? How can they change consumers perspective on pad locks, how can they get consumers to see their locks as an expression of who they are, and how can they spread the word quickly about a revolution in mechanical design and functionality? Master Lock did the right thing and turned to Digital Variant and Social Media.

The New Master Lock Speed Dial Lock uses a flat keypad and allows the owner to set the combination for the lock by moving the key pad in a series of directions. Once the consumer sets their lock they simply recreate the patern to open it. Master Lock needed to show off this new solution in a way that married their core messaging of lock safety and security with a utility that would get 13 – 18 year olds talking about and interacting with the product. In order to meet these needs, Digital Variant worked with C2 Creative to concept, build, launch, and market the Master Lock Secret Vault Facebook Application.

The Mater Lock Secret Vault Application allows consumers (with a target of 13 – 18 year olds) to share secrets and photos with one another under lock and key…..well, under an amazing new Speed Dial lock that does not need a lock and key! Using the Application consumers lock thier secrets up using a virtual Speed Dial Lock whose sounds and movements recreate the actual movements of the physical lock, but all interactions are virtual. Once a secret and custom combination are created by the user, they invite select Facebook friends to access the secret. Friends are given the movement combination set by the secret owner and must recreate the combination on the Speed Dial Lock to access the secret. Once in, users can comment on the secret, create their own secrets, and keep track of all the secrets that have been shared with them. The Application combines a powerful messaging utility with virtual product interaction to create an Application that not only serves as a marketing tool for Master Lock’s new product, but a social media tool users are quickly adopting.

The Master Lock Facebook Application has just launched and consumers are already sharing secrets, creating combination, and interacting with one of the coolest locks we have ever seen. Click here to install the App. and keep your secrets safe.