The Haunting (Yet Clever) Use of Music In Online Marketing

by | Oct 9, 2007 | Virtual Events & Telesummits

I love music. All different kinds. The only music I can’t tolerate at all is Country or Heavy Metal. Well, except Kenny Rogers “You got to know when to hold ’em.” Other than those 2 musical forms, everything is fair game.

So, one night, the TV was on. Don’t remember what I was watching, but that’s not the point. I jumped up during commercials to grab something to drink when a song sent me rushing back to my TV. It was the most haunting, yet lovely piano piece I had ever heard.

Here’s the video:

[coolplayer width=”350″ height=”250″ autoplay=”0″ loop=”0″ charset=”utf-8″ download=”1″ mediatype=””]
http://www.youtube.com/watch?v=rdYt0lQ_YXQ
[/coolplayer]

Halo 3? A video game? You’re kidding me. If I didn’t watch the commercial myself, I would have thought the music was a background to a commercial recruiting people for the army. Or, a new drug to treat some rash that you didn’t know you had. Or, a mother giving her daughter Massengill to help her feel more like a woman. But a video game?

I had no idea who played the song in the commercial. My guess was Chopin given how complicated, yet beautiful the piece sounded. So, I went online in search of the song.

In my quest, I discovered that Halo 3 is a big time video game. Big! The backdrop to the story has something to do with aliens invading earth and an army of men that tries to stop them. I discovered that fans of the video game were disappointed with Halo 2, but were eagerly anticipating the launch of Halo 3.

While the video game isn’t targeted to me, the music in the commercial grabbed me right away. I discovered so much about this video game, it got me thinking about buying a copy for myself to see if I could defeat whatever I needed to defeat to be victorious. All this simply because I needed to find out the name of the song.

Oh, and it is Chopin. Prelude in D flat Major, Op. 28, No. 15, otherwise known as Raindrop. There’s even sheet music for those of you who want to attempt playing it. I know I will have fun with this for about 6 dozen weeks. I put into memory every piece I play on the piano so I’m not inhibited by sheet music (which tends to cripple my ability to play on beat), so it’ll take me that long to memorize Chopin’s complicated arrangement.

Oh and if you’re wondering where you can get music from, try the Podsafe Music Network. For sounds, try SoundSnap. And to understand how to use music or sounds in your marketing campaign without violating copyrights, check out the Podcasting Legal Guide for the US or Canada.

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