THE CHALLENGE:
The challenge was to convey how big and immersive the surround sound capabilities of the Definitive Technology Studio 3D Mini sound bar are to an audience that was largely experiencing our content on the tiny speakers of their mobile phones.
THE SOLUTION:
Normally, you have to hear the Studio 3D Mini to believe it. But we thought, “if you can’t hear it for yourself, the next best thing is to see a demonstration of other people experiencing it.”
So we created a fun social media experiment called “The Heart Rate Challenge.”
Volunteers were asked to try keep their heart rates below 100 BPM. The twist was that they were then blindfolded and subjected to a chilling 2-minute horror movie soundtrack that we developed in Dolby ATMOS surround sound specifically to scare the living hell out of them. Inspired by the scariest films of all time, the track was full of tension, spine tingling sound effects, and jump scares.
When they removed the blindfolds, they couldn’t believe that all of that immersive sound was created by such a small speaker.
THE RESULTS:
The film ran on Instagram and YouTube as well as on the product’s web page and in-store with overwhelmingly positive sentiment.
The campaign received a nomination at the Webby Awards.
OFFICIAL TRAILER
