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What’s Next? Marketing to Match Your Mood




It’s just another manic Monday, which means I’m in the mood for chocolate, Ramen noodles and movies that don’t make me think. The last thing I want to do is cook, so this would be a great time to show me an ad for a pizza delivery service that includes fresh-baked, chocolate chip cookies with every order.

Imagine if you could match marketing to mood. Actually, you may not have to imagine for long, because the experts say it’s coming soon.

Moodagent is one step in that direction, it’s a mobile phone app that delivers a playlist of music based on your chosen mood. The program uses a variety of criteria to slot songs into emotional compartments such as happy, angry and sensual. For some odd reason my husband thinks “wistful” should be one of the choices, but what would it play? “Rainbow Connection” and “Breakfast at Tiffany’s?”

It’s a cool concept, because we’re emotionally connected to music, so perhaps, instead of choosing the blues when you’re blue, you could choose “happy” and it would cheer you up.

Now imagine that concept extended into advertising. Peter Berg Steffensen, CEO of Syntonetic (the makers of Moodagent) offers up an example;

“You could be listening to Bob Marley’s ‘Sun is Shining’ and an ad recommends a chilled relaxing beer or a groovy holiday destination. Through our deeper  understanding of the intrinsic link between music and mood we empower powerful and emotional connections between brands and their fans.”

It’s a great idea, but how could we make it work on a larger scale? Maybe all cell phones could come equipped with a mood ring-type interface that picks up your mood when you handle the phone. Then your mood is broadcast out just like your geo-location and the matching mood ads are returned to your phone.

Angry at your boss? Check out Monster.com for a new job or buy a voodoo doll online. Feeling sexy? May we suggest a romantic dinner for two at a local restaurant and Nine 1/2 Weeks from Netflix?

What do you think? Do you have a product would sell better with mood-based marketing? We’d like to hear about it.

  • http://www.seobn.com Tom Zeeger

    I think it could also backfire and be dangerous in some ways.

    Imagine someone winning the lottery and being totally overwhelmed he/she acts on an ad and buys an expensive luxury car. Two days later, the person realized that this is not who he/she is and can’t believe what happened.

    Now neither the seller nor the buyer is happy. We all remember these moments where we can’t believe we did something. If advertisers are (more) taking advantage of people being in certain states, I don’t see how anyone would benefit.

    Tom