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.
