A Spoonful of Music Helps the Marketing go Down
Does your marketing hit the right notes?
The other day, we were flicking through Apple TV looking for a movie to watch with the kids. We were spoilt for choice with Frozen 2, Onward, Toy Story 4 and one we’d never heard of before: Abominable. It was hardly the front-runner amongst the other heavy hitters. That was, until we watched the trailer.
As soon as I heard the hauntingly beautiful cover of the Fleetwood Mac classic You Can Go Your Own Way, I immediately got goosebumps. Rational decision-making would have seen us purely won over by Toy Story 4’s 97% score on Rotten Tomatoes. Instead, we were completely led by emotion, and locked in Abominable. And therein lies the power of music in marketing.
Interestingly (and somewhat annoyingly), the Fleetwood Mac track did not appear in the feature at all, it was just used for the trailer.
