A similar marketing campaign was attempted by a bank here in Brazil once and backfired badly. When a client logged into his online account page, instead of sho

A similar marketing campaign was attempted by a bank here in Brazil once and backfired badly. When a client logged into his online account page, instead of showing "Banco do Brasil" (the bank's name) it'd show "Banco do <Client's-First-Name>" (Bruno's Bank -- if the client was called "Bruno", obviously). A few hours after this seemingly clever personalization, there were _several_ national news sites talking about the new feature and how people were reacting to it: Some people couldn't understand this would only be visible to their session, they thought their name was showing up to everyone and wanted it removed ASAP. Bottom line is: marketing acts should take into account how savvy the target audience is.