Sony joins Toyota, Pepsi, KFC, Dove, Ritz, IKEA, and Glenmorangie Whisky in utilizing ASMR videos for marketing.
The ASMR-style videos highlight the video recording quality of the Sony Xperia XZ1 phone. The full campaign and videos are posted on the website of Carphone Warehouse, the top independent mobile online retailer in the UK.
What prompted Carphone Warehouse and Sony to create ASMR videos to help promote the Xperia XZ1 phone?
Jake Gyllenhaal (actor in Brokeback Mountain, Donnie Darko, Nightcrawler) does a short interview with W Magazine which includes ASMR triggers.
He whispers about his day, plays with an old style camera, and twists bubble wrap. He also bangs a chisel into wood with a rubber mallet, which may not be so ASMR-inducing for many individuals.
On the YouTube channel, Miu Miu, several actors join forces to create individual and collaborative ASMR videos. The clips are less than a minute long and mostly involve whispering or quiet talking.
The Miu Miu team includes Sadie Sink (Stranger Things 2, Annie), Dakota Fanning (I am Sam, War of the Worlds, Charlotte’s Web), Elle Fanning (We Bought a Zoo, Maleficent), Julia Garner (Ozark, The Americans, We Are What We Are), and Chloë Sevigny (American Psycho, Big Love, American Horror Story).
Click the links below to view their ASMR videos:
Dr Agnieszka Janik McErlean is the lead author of the publication, “Assessing individual variation in personality and empathy traits in self-Reported Autonomous Sensory Meridian Response.”
At the time of the publication she was a Lecturer in the Department of Psychology at James Cook University in Singapore. In January 2018, she will be a Senior Lecturer in the Dept of Psychology at Bath Spa University in the UK.
Dr Janik McErlean co-authored the paper with Dr Michael Banissy and the research was published March 30, 2017 in the journal Multisensory Research.
In my interview with Dr Janik McErlean she shares how she became interested in researching ASMR, the goals and methods of her study, the insights she uncovered about ASMR triggers, and her findings about the personality and empathy traits of ASMR responders.
This is the fourth peer-reviewed research study about ASMR. It was published March 30, 2017 in the journal Multisensory Research.
The research paper is titled, “Assessing individual variation in personality and empathy traits in self-Reported Autonomous Sensory Meridian Response”.
What does whisky now have in common with soda, fried chicken, chocolate, crackers, furniture, and cars?
Yes, ASMR-inspired commercials.
Scottish distillery Glenmorangie, which focuses on producing single malt scotch whiskey, has rolled out three campaign videos which incorporate ASMR triggers.
Earlier this year a health bulletin was posted by United Concordia Health Insurance about the potential benefits of ASMR for easing dental anxiety. This was the first public support I had seen for the potential health benefits of ASMR by a health insurance provider.
And now another health insurance provider is publicly promoting the potential benefits of ASMR to relieve stress and inducing sleep.
AXA PPP Healthcare is one of the largest health insurance providers in the UK and last month they posted an article titled, “ASMR – Autonomous sensory meridian response.”
The posting includes text, a video, an audio file (both created by Emma Smith, the ASMR artist known as WhispersRed), and also an infographic about the potential biology of ASMR.
Joining the group of Pepsi, KFC, Dove, Ritz, and IKEA, Toyota announces ASMR-inspired commercials.
According to their September 1 2017 news release about the “Sensations” marketing campaign for the 2018 Camry,
“A different creative execution incorporates ASMR technology (autonomous sensory meridian response) – a tingling many people experience when listening to certain sounds – to magnify sensations, create rich sight and sound content and highlight the extraordinary features of the new Camry.”
There is a problem though. I didn’t find strong evidence of ASMR-inspiration in the nine campaign videos I watched.
ASMR is coming to over 70 million U.S. televisions.
On October 3, 2017, the TV network, IFC, announced they will begin showing video content from the website, Funny or Die.
One of those programs will include, “ASMR with Kelly Whispers.”
Veronica Pastore is pursuing her M.Sc. degree in Marketing Management at Bocconi University in Milan, Italy.
She chose ASMR for the topic of her Master’s Thesis, which was titled, “Autonomous Sensory Meridian Response (ASMR) Videos: An Exploratory Analysis of Communication and Sales Potential for Companies.”
Most ASMR scenes in movies are created unintentionally. The scenes accidentally happen to have subtle sounds or soft whispers which stimulate ASMR in some viewers.
The new movie, “Battle of the Sexes” with Emma Stone and Steve Carell may be the first major motion picture to have a scene which was intentionally created to induce ASMR.