Monday, February 4, 2019
MarketVolt’s Monday Mash-Up
Would You Buy a Certain Beer Because It
Sounds Good When You Tap the Bottle?
In last week’s Mash-Up, I shared a post about an ASMR performer. For those who didn’t read the post, ASMR stands for (autonomous sensory meridian response). ASMR performers take household objects — a lightbulb or plastic container or shampoo bottle or a bottle of Michelob Ultra — and then tap lightly on the object or scratch it or shake it gently or … whatever … over and over and over again. They film this routine and describe what they’re doing in a breathy whisper.
Viewers say the videos help them relax. Some say it cures their insomnia. Still others say ASMR videos literally make them “tingle.”
The most popular ASMR videos on YouTube get millions of views.
Millions of views means millions of viewers. Millions of viewers capture advertisers’ attention. That’s why four major brands featured ASMR in their Super Bowl ads.
I saw one of the ads — for Michelob Ultra. I still can’t tell whether it was meant to promote or spoof ASMR (or both).
Here’s an article about the four ads. The writer argues that the advertisers are trying to promote the ASMR-potential of their products — as if people will buy Michelob Ultra because of how it sounds!? I’m not sure about that.
I think it may be as simple as this: Millions of people — especially millennials are into ASMR. Promote a product using ASMR, and they’ll pay attention and remember.
Take a look and let me know what you think.
Speaking of Super Bowl Ads…
Here’s a question I’ve been pondering for years and an article that tries to answer: Are Super Bowl ads really worth $5 million?
You Can’t Cash “Awareness”
Regular Mash-Up readers know I love Seth Godin. You also know I’m skeptical of people who think they’re “killing it” just because they get lots of likes on social media.
In this great, short post, Godin explains why awareness isn’t enough.
Recommended Listening
Diana Nyad
When she was 28 in 1978, Olmpian Diana Nyad tried and failed to swim the 110-mile passage between Key West, FL and Cuba. She tried and failed three more times over the years.
Then, in 2013, Nyad and tried a fifth time…
…and she made it.
110 miles.
53 hours straight of swimming.
Shark infested waters.
Jelly fish stings.
She was 64.
Incredible.
Nyad shared her story a few months ago with Cal Fussman on his Big Questions podcast. It’s a great, inspiring interview.
Quote I’m Pondering…
Rosa Parks was born on this day in 1913. She said…
I don’t think well of people who are prejudiced against people because of race. The only way for prejudiced people to change is for them to decide for themselves that all human beings should be treated fairly. We can’t force them to think that way.
Any reading, listening, quoting, resourcing that you think we should share? Send us a tip.
Until next time, enjoy the rest of this week and the weekend.
Tom