Fanta ‘Stealth Sound System' Targets Teens'
Marissa Brassfield — December 8, 2008 — Marketing
References: fanta.msite & moconews.net
Fanta’s new mobile app, Stealth Sound System, uses a surefire way to target a specific market. The app is meant as a way for teens to communicate on their cell phones without adults hearing them, and the Stealth Sound System features high-pitched sound frequencies that are inaudible to most people over 20.
Fanta’s Stealth Sound System is based on a controversial technology known colloquially as Mosquito Teen Repellent, which was developed by Howard Stapleton a few years ago to deter teens from loitering outside London shops.
Within Stealth Sound System, individual frequencies are tagged to represent phrases, essentially creating a new language only teens can hear and understand. Stealth Sound System was developed by Ogilvy Advertising.
Fanta’s Stealth Sound System is based on a controversial technology known colloquially as Mosquito Teen Repellent, which was developed by Howard Stapleton a few years ago to deter teens from loitering outside London shops.
Within Stealth Sound System, individual frequencies are tagged to represent phrases, essentially creating a new language only teens can hear and understand. Stealth Sound System was developed by Ogilvy Advertising.
Trend Themes
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High-frequency Mobile App Marketing — The use of high-pitched sound frequencies in mobile apps to target specific markets.
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Teen Communication Privacy — The development of apps that allow teens to communicate without adults being able to hear or understand their conversations.
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Inaudible Frequencies as Language — Creating a new language for teens using inaudible sound frequencies.
Industry Implications
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Advertising — Opportunity for agencies to develop innovative marketing strategies targeting specific demographics using high-frequency mobile apps.
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Telecommunications — Opportunity for telecommunication companies to create secure and private communication platforms for teens.
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Mobile App Development — Opportunity for app developers to create unique and specialized apps that cater to the needs and interests of teenagers.
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