Monster uses the AIDA concept for most of their endorsed products. An example of this can be seen with their promotion of the headphone inspired by the movie Tron:Legacy. This year Disney release a fellow up to their cult classic Tron. The movie is about a society that live in computer' hard drives, were the occupants are forced to battle via live action video games. Fans of the new movie rave about the film cutting edge graphics and designs, as well as the hit soundtrack by the techno artist Daft Punk. Monster use the films premise to create a line of headphone and accessories for fans of video games and techno/electronic music.
The exterior design is based on the stylish outfits featured in the movie, while the sound is suppose to enhance the quality from video games and music, specifically techno/electronic genre. The AIDA concept works perfectly for this product.
Attention- Monster creates a headphone line that's is based of the future style from the movie Tron: Legacy. The headphone even glows like the outfits in the film. There is also a limited edition endorsed by the techno group Daft Punk, the artists behind the soundtrack to the movie.
Interest- Monster will peak the interest of consumers with their claim that the headset will enhance the sound quality of electronic music and video games. Fans can get a chance at owning a limited pair from the Daft Punks. And to help advertise, Monster has a web page dedicate for the Tron:Legacy products. This will give consumers the chance to view all the products available as well as some specifications. The web page looks strikingly similar to the movie's web page.
Desire- Fans of the both the movie and video games will more than likely be drawn to purchase these items for the simple fact that the product may improve their experience with games, as well as owning something that look like its from the movie itself. Consumers will have a reason to believe the claims of enhancements, since the product is made from a company that is world renown for quality in sound.
Action- Monster provides live demonstration at conventions to back up their claims. Also, with viral testimonials on YouTube to motivate potential buyers, when the product becomes available. This also factors in a bit of the pull strategy in which Monster's promotion to consumers causes the consumer to demand the product from the retailer like Target or Best Buy. The retailer then has to order the product in order to meet the demand.
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