Ever been to a hotel and found a piece of chocolate on your pillow after you returned from dinner? These little unexpected surprises are called "delighters." Little things that punctuate an experience. Not only the hotel industry uses "delighters." Dopplr, the social travel network, has a "delighter" built into their logo. Over time their logo changes color. Something users typically don't spot until the 3rd or 4th time they use the service. Zappos, the online shoe store, has built their whole business model around "delighters." They always ship overnight no matter what shipping speed the customer chooses.
Couldn't radio production use a few more "delighters?" Little things in a promo or imaging production piece that go un-noticed the first couple of times but eventually delight anybody who notices them. Here is an example:
Regular promo, right? Well, listen again and now not only listen to what the VO is saying but also how Christina's lyrics fit with the copy. Yes, it was a little bit more work to make everything fit and flow but people who listen closely will get an extra kick out of the production piece. And all of a sudden the promo sounds fresh (and makes you smile) even after hearing it 5 or even 10 times.
PS: ever noticed how there are little audio surprises behind some titles and pictures at uberblend.com?
@Sun shining on the earth!
Posted by: Air Jordan | November 16, 2010 at 05:48 PM
Good at planning, good at time management.*
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Posted by: nike air max | November 13, 2010 at 12:02 AM
I LOVE this! SO cute!*
Posted by: coach factory stores | November 11, 2010 at 04:53 PM