Commentary

Audio Tech Brews Buzz

A novel technology is giving the whisper campaign a good name. Dubbed the Audio Spotlight by Holosonic Research Labs, the innovation enables a marketer to beam an audio message to one person at a time. Court TV generated buzz for its “Murder by the Book” series at the end of last year by installing the technology in Manhattan mystery bookstores to “whisper” creepy messages when patrons stepped in front of posters for the show.

Previously, the Audio Spotlight had been used mainly in museums and art galleries. Court TV sought to target influencers as part of a larger media campaign that helped deliver strong ratings for the series, which focused on real-life cases that inspired best-selling crime writers, including James Ellroy and Lisa Scottoline.  Now other marketers are intrigued.

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