NEW YORK & TEMPE, Ariz.--(BUSINESS WIRE)--Identity theft has become the #1 crime in the nation, passing up drug trafficking, according to the U.S. Department of Justice. This fast growing crime is costing Americans more than $1.2 billion annually, according to the Federal Trade Commission. As the industry leader in identity theft protection, LifeLock® gets “fired up” with Donald Trump and the celebrity cast of “The Apprentice” on a special episode of the reality juggernaut to broadcast on Sunday, April 12.
The remaining celebrity candidates—all competing to raise money for charity—will design a LifeLock retail package and point of purchase display to be judged by LifeLock CEO Todd Davis. This packaging design and display may be used as inspiration for the actual retail strategy that LifeLock is looking to implement with various retail partners. One thing is for certain—on the losing team one celebrity will be “fired.”
"How scary is it that identity theft is now the #1 crime in this country?" said Donald Trump. "Todd Davis and my friends at LifeLock have created a revolutionary system to protect and secure your personal information. They are going on The Apprentice to let the country in on a well-kept secret--I advise you check out what they have to offer."
“As Americans are enduring a time of economic crisis, identity theft is unfortunately on the rise,” said Davis. “We have been searching for the perfect opportunity to share our message and to showcase the significant services that we provide. We have never been shy about doing whatever it takes to get consumers to pay attention to what we have to say and teaming up with Donald Trump proves it.”
Founded in 2005, LifeLock works to close many of the doors identity thieves go through to misuse personal information. Closing in on 1.5 million members, LifeLock has earned multiple awards, including the Red Herring 100 Global Award as one of the Top 100 start-ups in the world. LifeLock was the recipient of two American Business Awards for advertising in 2008, and most recently, garnered an additional award honor for advertising from the International Business Awards. LifeLock representatives are available to assist members 24 hours a day, seven days a week from the company’s secure facility in Tempe, Ariz. LifeLock (www.lifelock.com) is a private company backed by Goldman Sachs, Kleiner Perkins Caufield and Byers, as well as Bessemer Venture Partners.
About Mark Burnett Productions
Mark Burnett Productions is a leading production company for primetime television, cable and the internet, and has produced over 1,100 hours of television programming which regularly airs in over 70 countries around the world. Mark Burnett (President of MBP) revolutionized television with hits such as Survivor (CBS), The Apprentice (NBC), The Contender (ESPN), Rock Star (CBS), the Steven Spielberg co-production On The Lot (FOX), the smash hit Are You Smarter Than a 5th Grader? (FOX), which is currently being produced in 52 countries and the daytime syndicated hit Martha (currently in its 4th season). In the summers of 2007 and 2008, MBP entered the world of Award Shows, when Mark Burnett served as executive producer for the MTV Movie Awards. In October of 2007, MBP opened Mark Burnett Productions Asia; a joint venture with Genting International to both create new content for and adapt established formats in the Asian market. Since 2001, MBP has garnered a total of 51 Emmy nominations with 5 wins, and has won 4 People's Choice Awards. Mark Burnett has been named one of the most influential people in the world by TIME magazine and named TV Guide's most valuable player. He has won both BRANDWEEK’S Marketer of the Year Award and the prestigious ROSE D’OR FRAPA Format Award. In 2007, Mark Burnett was inducted into the Broadcasting and Cable Hall of Fame. In 2008, Mark was honored with the announcement that he is to receive a star on the Hollywood walk of fame. This year will continue with new shows for MBP, including Toughest Cowboy (SPIKE), Star Maker (MTV), Wedding Day (TNT), Bully Beatdown (MTV), How'd You Get So Rich? (TV Land), Expedition (History Channel), pilots with FOX, ABC and CBS as well as Survivor 18, Contender 4, Martha syndicated 4, Are You Smarter Than a 5th Grader 3 and Apprentice 8.
About “The Celebrity Apprentice”
"The Apprentice" is produced by Mark Burnett Productions in association with Trump Productions LLC. Mark Burnett, Donald Trump, Page Feldman and Eden Gaha are executive producers.