According to a recent essay published by researchers from Harvard, the University of Montreal and MIT in Aeon Mag, 77 per cent of all marketers and advertisers plan to use “dream-hacking” techniques to begin invading our dreams with advertising within the next three years.
A core topic of the essay was the recent Molson Coors beer marketing campaign, where the company offered free beers to people in exchange for taking part in a “dream incubation study,” as reported by American Craft Beer.
The dream study had participants watch a short marketing video that included talking fish, hypnotic visuals, mountainous landscapes and dancing beer cans, resembling something out of a wild PCP trip.
The beer company also featured One Direction star Zayne Malik live-streaming himself falling asleep watching the video on Instagram earlier this year.
A slippery slope
The scientists say in the Aeon essay that:
“We now find ourselves on a very slippery slope. Where we slide to, and at what speed, depends on what actions we choose to take in order to protect our dreams.”
They went on further to say that the team of scientists are “also baffled by the lack of public outcry over the mere idea of having our nightly dreams infiltrated, at a grand scale, by corporate advertisers.” Also making reference to what was once “science fiction” now becoming a reality.