A method, system and computing device for incorporating marketing into a user authentication enables valuable marketing information to be received from or provided to users, in an authentication context where the users are likely to be attentive and focused. Thus, marketing information is likely to be thoroughly reviewed by the users, easily recalled by the users at a later time, and user profile data collected from the users is likely to be accurate. The method includes presenting an authentication challenge to a user of a computing device, the authentication challenge including a number of challenge elements; receiving a response to the authentication challenge from the user; and presenting a non-authentication marketing activity to the user, the non-authentication marketing activity including a number of activity elements, and where the activity elements correspond with the challenge elements.