With Crenshaw at the helm, software PR need not be dull. International Talk Like a Pirate Day offered an offbeat opportunity for avast! (the name means “halt“ in pirate-speak, which is exactly what the free downloadable software does to viruses and malware.) Seeing gold in the story, avast created a downloadable audio file warning of viral threats in pirate English. Aye! We got media and bloggers on board with a pirate lingo tutorial, goodies, and a pitch package inviting users to download avast! for PC protection. Things went into full sail, with headlines in Dvice, CNET, Switched on AOL, PCMag and Techdirt.
