Product
ASMR
the creative landscape on
social media is cluttered,
crowded and increasingly
difficult to break through
CREATIVE IS TASKED
WITH AN EVER INCREASING
AMOUNT OF RESPONSIBILITIES
IT HAS to:
grab ATTENTION in milliseconds
HAVE BRAND RECOGNITION
RESONATE WITH ALL AUDIENCES
AND BE CULTURALLY COMPETENT
and that most disgusting
of web 2.0 phrases,
it has to be “thumb stopping”
(this video only makes sense unmuted)
When Steve Jobs created Apple, he wanted EVERY component of his products to be considered. That attention to detail is part of what makes them so legendary. Today, I think a large segment of consumer goods could benefit if more attention was given to the sound they made when you interacted with them. How much do brands stand to benefit when they have one more sense to work with creating the next iconic must-have thing?
what if packaging was created to
have a specific sound as much as
a valued component?
what if fragrance, which can’t be
experienced virtually, evoked more
than an olfactive response?
Gonna borrow from Beyoncé for just a moment, so I can sneeze on the beat. How cool would it be if the newest fragrance your brand creates had an ownable sound when it was sprayed, or when the cap came off or on? Then, you were able to monetize that sound by creating an interactive ad in Instagram stories where tapping on one side of the screen generated one beat to the tune of the fragrance spraying, and tapping on the other side of the screen would generate a second beat akin to the cap coming off. It’d allow folks to turn that experience into a game that could generate unique audio prints easily shared and promoted on multiple social channels.