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Mindvertising – A Psychology of Digital Fear

Fear breaks through all cohorts of Facebook friends, spam walls and voicemail filters. It startles us. Can you resist impulsive, fear-induced shopping?

Abstract / Bio

Download the full pdf, or get it from Slideshare.

The end of the world is due 12/21, and it will bring mayhem.
Fears and nightmares are increasingly being used by marketers across the globe to elicit impulsive responses, and to unleash unstoppable shopping spree.

From Stone Age to Silicon Age

Nothing sticks to a person’s mind like fear. Fear is arguably the most incisive of all emotions, yet it is a risky button to push.
Indeed, through time humans develop sophisticated mind paths, becoming immune to fearful impulses. Brands beware, then, and handle fear with caution!
Technology magnifies the interactive potential of fear, making it a strong attention driver and keeping its rejection side effects low.

The Best and Worst of Digital Fear

When it comes to fear, a number of tactics can be employed. We picked five campaigns to introduce five of the most successful psychology theories. These campaigns significantly vary from one another, yet they all have one thing in common: the goosebumps.

Takethislollipop. Social Stalking.

October 2011

Take no candies from strangers. That’s the whole lesson to learn from Takethislollipop, a campaign aimed at creating the “experience” of being stalked at on Facebook. Way to learn a lesson from befriending strangers over the internet. The Theory of Social Identity is pretty clear about it: we need to socialize, and we trust anyone. To our fault.
Read the whole article on Lift
Website: www.takethislollipop.com
Credits: Jason Zada

Devil Yogurt. An extra pinch of Fear.

March 2011 (FWA site of the day)

The grossest flavors for the grossest yogurt. Actually, the campaign was a bit risqué: no matter how social and interactive a campaign,
some things always and inevitably trigger a negative reaction from subjects. Up to the point one may lose his appetite…
Read the whole article on Lift
Website: www.devilyogurt.com
Credits: Kinetic Design & Advertising

AXE. Beauty and the Beast.

October 2011

A smart way to turn the fear of violation into a ludicrous romantic situation. It’s a pleasurable relaxation induced by the funny ending that makes the whole tension worth it. When this takes place, the brain nodes dedicated to the soothing feeling of reward are activated. Those are the same nodes that make us feel amazing after an Epic Win.
The Axe effect flips standard storytelling around, proving again that the right chemistry is the basis for great sex appeal.
Read the whole article on Lift
Video: Hot Girl Vs Zombie
Credits: BBH

WWF. Dying for a good cause

March 2010

WWF relies on Augmented Reality to awake its audience to a full –on shootout of men vs Siberian tiger.
The t-shirt worn by attendees gets stained with blood in a tremendously realistic way. Way to turn a drop of fear into a drop of motivation.
Read the whole article on Lift
Video: How do you experience death?
Credits: Leo Burnett Moscow

Jack & Jones. Dangerous liaison.

December 2011

Jack & Jones menswear is the dangerous center of attraction for women. Seductive winking and creepy drooling merge together in this tension –packed initiative. The few relaxina moments are those where the actual object of the campaign is seen:a smart online store plugged to the controls of an interactive video. A hybrid medium, making all men easy preys…
Read the whole article on Lift
Website: http://jackjones.com/staysafe
Credits: I AM PELLE; Relax, we are the good guys




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