BEAM ME UP, SCOTTY
Monday, December 31st, 2007A few weeks ago, A&E launched an unusual marketing campaign for their new “Paranormal” program.
See the article detailing the techniques here– Hear Voices? It May Be an Ad.
One technique that struck me is the use of Audio Spotlight technology. The name implies just that–an audio track is narrowly transmitted to a location, and only the individuals occupying the space within that “beam” can hear the message.
There’s been a lot of response to this particular method, and reviews have been entirely mixed. According to a poll conducted by AdAge, respondents were split 50/50 as to whether or not the technique was a good idea.
Personally, I think it is a GREAT idea.
It’s a genius way to use the Audio Spotlight technology in an interesting fashion. It’s not an effort at mind control or a some other dark purpose. It’s just a clever way to use clever technology to generate awareness. Marketing at its finest.
A&E found a terrific application for something that grocery stores and gas stations have been using for years. This type of audio technology, sometimes referred to and applied as point-of-purchase audio, has been cutting through the visual clutter of print and television ads, and reaching out to remind people that the detergent is on sale, or when they’re done filling up, to come inside and grab a beverage for the road.
Although, I must admit, had I experienced the A&E application, I would have felt slightly schizophrenic.
But most applications won’t have that effect. They will, however, produce results.