LifeLock is an identity theft prevention company that used an audacious tactic to publicize its services in 2007. It ran television commercials in which CEO Todd Davis disclosed his real social security number, a dare to identity thieves to try their luck against the company.
One year later, ABC News reported that criminals did exactly that by taking out a $500 payday loan in the CEO's name. It wasn't the only time either. In 2010, the Phoenix New Times reported that his identity had been stolen a whopping 13 times.