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?
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.
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.
It has been almost 10 months since Ritz launched their ASMR-inspired commercial on Nov 30, 2016.
I wrote an initial article about this on December 5, 2016 but I wanted to do this follow-up article to share some interesting information.
Pepsi did it. KFC did it. Dove did it. Ritz did it.
Now IKEA has joined the other big name brands to create an intentional ASMR advertisement.
On August 8, 2017 IKEA posted a video on their IKEA USA YouTube channel titled, “‘Oddly IKEA’: IKEA ASMR.” Continue reading
Pepsi has created an ASMR trigger type advertisement.
It is not nearly as bold and impressive as the ASMR trigger type advertisement created previously by Dove Chocolate.
The Dove ads incorporated hand movements, eye gazing, plastic crinkling, focused task behavior, chewing/mouth sounds, and soft/whisper vocalizations.
So what type of ASMR triggering video did the marketing juggernaut of Pepsi create?