Several months ago I reported about Dove Chocolate releasing two ASMR-inspired marketing videos.
The videos were well done and it was exciting to see a big name company incorporate ASMR into a marketing campaign.
I was even more excited by a report that they collected physiological data from viewers of these videos and the data will be made publicly available – as announced in an online article on October 23, 2015,
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?
Dove Chocolate has recently released two videos in China which appear to purposely have ASMR triggers in them.
The following statement was posted on November 5, 2015 on the Facebook page for the marketing company, BBDO Worldwide,
“To modernize the Dove Chocolate ads typically used in China, BBDO Beijing created films to trigger ASMR, which it describes as “a physical sensation characterized by a pleasurable tingling that typically begins in the head and scape, and often moves down the spine and through the limbs.”
The Facebook post then linked to an article on the website creativity-online.com which included one of the videos and a link to the other video.