a new way to advertise...by getting inside your head

http://adage.com/article?article_id=122491

 

A 'quiet atmosphere' is worth less than a shit if there's an invasion of voices beamed right inside your head ! Pollution gets a new meaning then.

But the voices which tell us how wonderful the progress - they are already inside our heads ... seems we are well trained to sell our own inner freedom to an industry of empty promises, and shallow words.

Just complaining !

 

I am not going to register to read the article in your link. How about telling us what it says.

 

I second that. Copy paste, copy paste.

 

Published: December 10, 2007 NEW YORK (AdAge.com) -- New Yorker Alison Wilson was walking down Prince Street in SoHo last week when she heard a woman's voice right in her ear asking, "Who's there? Who's there?" She looked around to find no one in her immediate surroundings. Then the voice said, "It's not your imagination."
No, he's not crazy: Our intrepid reporter Andrew Hampp ventures to SoHo to hear for himself the technology that has New Yorkers 'freaked out' and A&E buzzing. Photo Credit: Yoray Liberman




Indeed it isn't. It's an ad for "Paranormal State," a ghost-themed series premiering on A&E this week. The billboard uses technology manufactured by Holosonic that transmits an "audio spotlight" from a rooftop speaker so that the sound is contained within your cranium. The technology, ideal for museums and libraries or environments that require a quiet atmosphere for isolated audio slideshows, has rarely been used on such a scale before. For random passersby and residents who have to walk unwittingly through the area where the voice will penetrate their inner peace, it's another story.

Ms. Wilson, a New York-based stylist, said she expected the voice inside her head to be some type of creative project but could see how others might perceive it differently, particularly on a late-night stroll home. "I might be a little freaked out, and I wouldn't necessarily think it's coming from that billboard," she said.

Less-intrusive approach?
Joe Pompei, president and founder of Holosonics, said the creepy approach is key to drawing attention to A&E's show. But, he noted, the technology was designed to avoid adding to noise pollution. "If you really want to annoy a lot of people, a loudspeaker is the best way to do it," he said. "If you set up a loudspeaker on the top of a building, everybody's going to hear that noise. But if you're only directing that sound to a specific viewer, you're never going to hear a neighbor complaint from street vendors or pedestrians. The whole idea is to spare other people."

Holosonics has partnered with a cable network once before, when Court TV implemented the technology to promote its "Mystery Whisperer" in the mystery sections of select bookstores. Mr. Pompei said the company also has tested retail deployments in grocery stores with Procter & Gamble and Kraft for customized audio messaging. So a customer, for example, looking to buy laundry detergent could suddenly hear the sound of gurgling water and thus feel compelled to buy Tide as a result of the sonic experience.

Mr. Pompei contends that the technology will take time for consumers to get used to, much like the lights on digital signage and illuminated billboards did when they were first used. The website Gawker posted an item about the billboard last week with the headline "Schizophrenia is the new ad gimmick," and asked "How soon will it be until in addition to the do-not-call list, we'll have a 'do not beam commercial messages into my head' list?"

"There's going to be a certain population sensitive to it. But once people see what it does and hear for themselves, they'll see it's effective for getting attention," Mr. Pompei said.

More disruptions
A&E's $3 million to $5 million campaign for "Paranormal" includes other more disruptive elements than just the one audio ad in New York. In Los Angeles, a mechanical face creeps out of a billboard as if it's coming toward the viewer, and then recedes. In print, the marketing team persuaded two print players to surrender a full editorial page to their ads, flipping the gossip section in AM New York upside down and turning a page in this week's Parade into a checkerboard of ads for "Paranormal."
AM New York's gossip page got turned upside down as promo.



It's not the network's first foray into supernatural marketing, having launched a successful viral campaign for "Mind Freak" star Criss Angel earlier this year that allowed users to trick their friends into thinking Mr. Angel was reading their mind via YouTube.

"We all know what you need to do for one of these shows is get people talking about them," said Guy Slattery, A&E's exec VP-marketing. "It shouldn't be pure informational advertising. When we were talking about marketing the show, nearly everyone had a connection with a paranormal experience, and that was a surprise to us. So we really tried to base the whole campaign on people's paranormal experiences."

So was it a ghost or just an annoyed resident who stole the speaker from the SoHo billboard twice in one day last week? Horizon Media, which helped place the billboard, had to find a new device that would prevent theft from its rooftop location. Mr. Pompei only takes it as a compliment that someone would go to the trouble of stealing his technology, but hopes consumer acceptance comes with time. "The sound isn't rattling your skull, it's not penetrating you, it's not doing anything nefarious at all. It's just like having a flashlight vs. a light bulb," he said.

 

There have been laws in the US about sublimial advertising and limits for years. I haven't done much research on it lately so you'll have to give me a few days, but this seems to step over the line.

Those laws dealt with hidden messages in piped in music. But also in this brave new world, we've got to stop believing every piece of broadcast media we receive.

And paranormal....what the shit is that? We all have paranormal experiences? I think it's time we all woke up and lived as responsible individuals. Supernatural marketing...BS. We allowed ourselves to be sold on global warming and light bulbs that will save the decade, but we are not smart enough to know when we being sent some marketing feed?

 

The first lawsuit stemming from a distracted advertizee running someone over will stop this.

 

i walked through an art installation that uses this technology a few months back. wasn't expecting it at all. and as someone with a few mental... issues, i freaked right out. thought i was finally going completely and utterly fucking nuts.

 

Im not clickin on your link cause Im affraid that a advertizement will be beamed into my head..

 

Odd.