  When companies release marketing materials aimed at promoting their privacy
practices or highlighting specific privacy features, what do they actually
communicate to consumers? In this paper, we explore the impact of privacy
marketing on: (1) consumers' attitudes toward the organizations providing the
campaigns, (2) overall privacy awareness, and (3) the actionability of
suggested privacy advice. To this end, we investigated the impact of four
privacy advertising videos and one privacy game published by five different
technology companies. We conducted 24 semi-structured interviews with
participants randomly assigned to view one or two of the videos or play the
game. Our findings suggest that awareness of privacy features can contribute to
positive perceptions of a company or its products. The ads we tested were more
successful in communicating the advertised privacy features than the game we
tested. We observed that advertising a single privacy feature using a single
metaphor in a short ad increased awareness of the advertised feature. The game
failed to communicate privacy features or motivate study participants to use
the features. Our results also suggest that privacy campaigns can be useful for
raising awareness about privacy features and improving brand image, but may not
be the most effective way to teach viewers how to use privacy features.
