Shazam Created Inaudible Sounds to Help "Unmute Daniel"
Laura McQuarrie — April 27, 2018 — Marketing
There are plenty of Shazam campaigns that allow consumers to have a certain experience after connecting to a specific song—but for its latest cyberbullying campaign, Shazam worked with inaudible sounds.
Shazam created a series of advertisements on digital screens that call for users to "Unmute Daniel" by using the music discovery app. The screen actually emits a sound that is inaudible to the human ear, but capable of being picked up by the Shazam app. From there, people are able to learn more about some of the real-life stories of cyberbullying victims.
Additionally, the cyberbullying campaign also provides resources from Singapore Children’s Society for victims, parents and teachers, as many young kids and teens are often silenced by cyberbullying and do not reach out for help.
Shazam created a series of advertisements on digital screens that call for users to "Unmute Daniel" by using the music discovery app. The screen actually emits a sound that is inaudible to the human ear, but capable of being picked up by the Shazam app. From there, people are able to learn more about some of the real-life stories of cyberbullying victims.
Additionally, the cyberbullying campaign also provides resources from Singapore Children’s Society for victims, parents and teachers, as many young kids and teens are often silenced by cyberbullying and do not reach out for help.
Trend Themes
1. Inaudible Sound Campaigns - Using inaudible sounds in advertising campaigns to engage consumers and create awareness of important causes.
2. App-connected Awareness Campaigns - Connecting an app to an advertising campaign to raise awareness of important issues and provide a platform for users to learn more and get involved.
3. Cyberbullying Resource Campaigns - Creating campaigns that provide resources and support for victims, parents, and teachers to combat cyberbullying and raise awareness.
Industry Implications
1. Advertising Industry - Incorporating innovative techniques such as inaudible sounds and app connections to create engaging ads that promote important causes.
2. Technology Industry - Developing and using technologies such as Shazam and other apps to connect with users and provide support for important causes.
3. Education Industry - Partnering with organizations like Singapore Children’s Society to create campaigns that provide resources and support for teachers and parents to help combat cyberbullying and promote a safe online environment for children and teens.
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