‘Let Your Worries Go’ Charitable Campaign Inducted Into Viral Marketing Hall of Fame

MarketingSherpa Names Northwestern Mutual Micro Site One of the Top 10 Viral Marketing Campaigns in 2008

MILWAUKEE, June 5 /PRNewswire/ — Worries are going away, communities are receiving relief and accolades are coming in.

Northwestern Mutual’s (NM) new interactive Web site, LetYourWorriesGo.com, has single-handedly helped tens of thousands of people around the world to launch personal worries into outer space, sink worries under water and catapult worries out of sight. The interactive site was inducted into the Viral Marketing Hall of Fame 2008 by MarketingSherpa, a marketing research firm.

The NM micro site gives consumers a fun way to release their worries (http://northwesternmutual.mediaroom.com/index.php?s=43&item=93), if only for a moment, using a medieval catapult, submarine, hot air balloon and a rocketship.

“We wanted a fun and engaging way to resonate with our Internet-savvy customers,” said Nag Odekar, director of brand and advertising for Northwestern Mutual.

Visitors with financial worries, such as financial security, education funding, wealth accumulation and retirement planning, have the option of contacting one of more than 7,000 Northwestern Mutual Financial Network representatives across the United States. Representatives are trained to work with people to help identify ways to alleviate these worries and achieve long-term financial security.

Since Northwestern Mutual’s target audience highly values charitable involvement, its Foundation (http://www.nmfn.com/tn/aboutus–fd_intro) has earmarked $1 million to help alleviate four prevalent non-financial concerns — assisting those who have lost their homes as a result of a natural disaster, preventing illness, eliminating hunger, and promoting a healthier and fitter America. For each vote a particular worry receives, money is contributed to the corresponding nonprofit organization.

“We believe the ‘let your worries go’ concept enables us to demonstrate our company’s value in an entertaining and meaningful way while contributing $1 million to important community causes,” said Odekar.

The site has received positive reviews by bloggers and media around the U.S., including the Chicago Sun-Times, the San Francisco Business Times and ReadersDigest.com.

For more information about NM’s Let Your Worries Go campaign, visit: http://www.letyourworriesgo.com/.

To view the MarketingSherpa Viral Hall of Fame 2008 inductees, visit: http://www.marketingsherpa.com/article.html?ident=30625.

About Northwestern Mutual

Northwestern Mutual Financial Network is the marketing name for the sales distribution arm of The Northwestern Mutual Life Insurance Company, Milwaukee, WI — a FORTUNE 500 company with over $1 trillion of life insurance protection in force. The company maintains the highest available ratings for insurance financial strength from all four major rating agencies: Standard & Poor’s, Fitch Ratings, A. M. Best and Moody’s.

For more than 150 years, Northwestern Mutual has been helping its policyowners and clients achieve financial security. Further information on the company, its subsidiaries and affiliates can be found at: http://www.nmfn.com/.

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Source: Northwestern Mutual

CONTACT: Jean Towell of Northwestern Mutual, 1-800-323-7033,
[email protected]

Web site: http://www.nmfn.com/