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Billboard Whispers into Pedestrians’ Ears for A&E’s ‘Paranormal State’

An ad for A&E ghost-themed series Paranormal State uses technology to transmit an “audio spotlight” from a rooftop speaker in New York’s SoHo directly to the ears of passersby.

Pedestrians on Prince Street might hear a voice asking, directly in their ears, “Who’s there? Who’s there?” a few seconds later, the voice says, “It’s not your imagination,” writes AdAge

The technology, created for museums and libraries and other environments that require quiet, is manufactured by Holosonics, which provides sound in a narrow beam, just like light.

A&E is using other unusual tactics in its $3 million to $5 million campaign to promote Paranormal State. In Los Angeles, a mechanical face emerges from a billboard as people walk by.

In print ads, AM New York flipped its gossip section upside down for Paranormal State, while this week’s Parade included a checkerboard of ads for the series.

The premiere on Monday night pulled 2.5 million total viewers, the most-watched kickoff of an original series for A&E in more than three years, according to Variety.