Audio Spotlight 'Speaks' Directly to Consumers as Part of Court TV Ad Campaign
Directional Sound System Creates a "Mystery Whisperer" to Grab Shopper's Attention
April 16, 2007
WATERTOWN, Mass. - With thousands of messages clogging the airwaves, marketers are turning to new technologies to better engage their customers. The Audio Spotlight directional sound system from Holosonic Research Labs, Inc., a pioneer in nonlinear acoustics, was recently deployed in retail outlets throughout the New York metropolitan area for a Court TV advertising campaign promoting its new television series, Murder by the Book. Technology integrator BlueBlast Media, in conjunction with Zoom Media, designed the Court TV retail display, using Holosonics' Audio Spotlight, to deliver discrete messages directly to shoppers. As customers perused store shelves, they passed motion sensors installed near the Court TV displays that triggered a subtle, targeted message delivered via an Audio Spotlight speaker disc. The disc precisely beamed a recorded message to the customer, making it sound as if someone, a "Mystery Whisperer," was speaking directly to them. Holosonics' Audio Spotlight signal is only audible to those standing directly within the acoustic beam, so when the shopper stepped out of the beam, the voice disappeared.
During the month-long campaign, targeting eleven bookstores and cafes throughout Manhattan, the Audio Spotlight directed more than 100,000 messages to shoppers asking them to tune in to the new Court TV television series.
"Because the message delivered by the Audio Spotlight system is only audible when directly in line with the narrow beam of sound, we were able to capture consumers' attention in a whole new way," said JP Freeley, owner of BlueBlast Media. "We left consumers with a message that resonated instead of one they just walked right past."
"Whether it's in retail applications, tradeshow settings or museums and libraries, the Audio Spotlight sound system allows you to grab your audience's attention without creating ambient noise," said Joseph Pompei, president of Holosonic Research Labs, Inc. "Court TV was able to beam a message to their potential viewers, while still preserving the quiet ambiance of the bookstores and cafes."
Click for a video of ABC News coverage of this project
About Holosonic Research Labs, Inc.
Holosonic Research Labs, Inc., a pioneer in directional acoustics, develops and manufactures the Audio Spotlight® directional sound system. Founded in 1999 by MIT graduate Dr. F. Joseph Pompei, Holosonics' Audio Spotlight technology is used in a wide variety of applications including museums, libraries, offices, reception areas, retail displays, trade shows and retail kiosks. The world's top organizations and companies such as Cisco, Motorola, the Smithsonian Institute, the Tate Modern and Time-Warner use the Audio Spotlight directional sound system to beam sound to their listeners... and preserve the quiet.™
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