Clear Channel's "Blinks" - Possible Opportunity for 3-D Brands "Has Cool Written All Over It"

Advertising Age reported yesterday that Clear Channel communications is discussing the possibility offering one-second spots on its radio stations. These sound bytes, or "blinks" as they're being called, are a cool opportunity for companies with audio logos, like Intel or NBC. (As one DG staffer commented, this idea "has cool written all over it.")

The Blinks could be used in a number of ways. Clear Channel's Creative Services Group crafted a demonstration spot using the McDonald's jingle, minus the "I'm lovin' it" language, and placed it between one hip-hop song and another. The group also created a Blink for BMW's Mini Cooper with a horn honking and man's voice saying "Mini," and placed it before miniaturized news reports. (Neither marketer has a deal with Clear Channel for Blinks.) Other audio mnemonics that could use Blinks are the Intel chime and the NBC bells.

Jim Gaither, director-broadcast at Richards Group, has been in conversation with Clear Channel about three-second spots. "It's not building a brand; it's refreshing a brand," he said, adding: "You can't use a one-second campaign for something that generally has not been advertised before."

I think it's a neat idea, but one that will only work with frequency, and with a recognized brand. For example, if your drive-time traffic reports were brought to you daily "by Mennen," that would probably be effective. (Can't help but think of George Costanza singing that logo over and over...)

But will advertisers pay for a one-second spot? 63% of the respondents in Advertising Age's non-scientific onsite poll say NO. But, the article points out, they may take it as a freebie or add on to an already-planned media buy.

The article also suggests that the big winner here may be Clear Channel, whose drumming up a lot of PR for this neat little idea.

Comments

[Wildfire Marketing Group]

It's an interesting idea, but it really seems like something that can only help larger companies that have tremendous budgets. Small businesses won't be able to capitalize on this because even if they had a "jingle" no one would no about it.