When life gives you a rained out game, make ASMR content

Last week, the Ind-Aus Test match at Brisbane got rained out. This is not anything new — to be a fan of cricket is to constantly worry about / pray for / pray against the elements. But a small piece of genius by someone from FOX Cricket Australia at least gave us this memorable piece of... content.

https://www.youtube.com/watch?v=KB7-N7EOF5U

Yes, the cameras and sound equipment that should have been capturing a great game of cricket were used to capture 4 and record 4 hours of rain on a picturesque ground. Because ASMR is a thing, why not. And tell you what, it sounded great. And I'm not even that much of a cricket fan.

Gotta love the thumbnail text here - Rain Delay ASMR is such an unlikely combination that it just works. The fact that 50k people have 'watched' it and the comments is full of adolation of the idea shows that there's content to be found everywhere!

We believe that there is awesome hidden content in the 'process' - something we wrote about last week too. Especially in the age of ASMR, calming videos and background music. 

Branded ASMR content comes in other ways too. LEGO made a whole Spotify album of its bricks falling - white noise. 

Seriously, it's all just bricks falling

Stuff like this defies "what is the ROI" kinda conversations - neither the FOX video or LEGO's ASMR efforts have that many views. It's more about doing something cool for a small audience who will irrationally start loving the brand even more. And in our opinion, every brand should consider doing SOME experiments like this - not a major part of the budget or time, but one-off random things like this. Heck, it at least makes life a little more fun.

Thanks Tony Sebastian for sending the Gabba video my way!