Audible Pushes Sound, Not Sight

Share this content:
A new campaign for online audio products provider Audible Inc. isn't pushing for illiteracy as much as it is sound over sight. It's called "Don't Read."


Created by New York interactive shop Agency.com, the effort is a satirical takeoff on the American Library Association's "Read" public service announcement posters.


The Audible campaign features various characters listening to Audible programs on their MP3 players, with the headline, "Don't Read." A digital audio player built into the ad lets users listen to 28 audio clips directly from the unit.


Also, users can send the clip to a friend through e-mail or text message. Recipients can listen to the clip on their cell phones or at one of two new Web sites, www.dontread.org and www.listeningsaves.org. These sites direct users to www.audible.com.


On all sites are mobile and e-mail viral elements present in banner ads, posters of the campaign characters and sample audio clips. There also is a narrated segment of "The Beginner's Guide to Not Reading" as well as a humorous Q&A.


As part of its duties, Agency.com relaunched Audible's Web site to help users find titles with better ease. Other enhancements include recommendations based on previously bought titles and preferences and themed lists of suggested programs for specific events. A newly configured shopping cart offers a quicker and easier checkout, too.


Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here