Sony uses ASMR videos to promote the Sony Xperia XZ1 phone

ASMR Autonomous Sensory Meridian Response UniversitySony 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?

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More celebrities doing ASMR: Jake Gyllenhaal, Dakota Fanning, Elle Fanning, Julia Garner, Chloë Sevigny, Sadie Sink

ASMR Autonomous Sensory Meridian Response UniversityJake 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:

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Interview with Dr Agnieszka Janik McErlean – lead author of the research study on ASMR triggers, personality, and empathy

ASMR Autonomous Sensory Meridian Response UniversityDr 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.

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Another Health Insurance Provider promotes ASMR

ASMR Autonomous Sensory Meridian Response University

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.

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Toyota announces commercials with ASMR technology

ASMR Autonomous Sensory Meridian Response UniversityJoining 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.

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Emma Stone stars in ASMR hair-cutting scene in the movie, “Battle of the Sexes”

ASMR Autonomous Sensory Meridian Response UniversityMost 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.

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