You know about haptic technology for mobile devices even if the name doesn’t ring a bell at first—it’s what makes a phone or tablet vibrate when a call, text or alert is received, and now marketers can combine haptic and video to further immerse mobile video consumers.
Mobile and tablet devices are now becoming a primary source for consuming video content, which 
means new opportunities for content creators and advertisers to adopt emerging technology innovations from the mobile industry to create a new experience for consumers.
SHOWTIME recently teamed with tactile effects specialists at Immersion to launch the first ever haptically-enabled ad trailer, using Immersion’s TouchSense Engage technology, for the award-winning drama series HOMELAND. As fans watch the trailer (available on the SHOWTIME ANYTIME Android app), they experience nuanced haptic effects, building suspense and immersing viewers into HOMELAND. For example, viewers can feel the tactile effects as the device rumbles when a bomb explodes onscreen. This marks the first time haptic technology has ever been used in a video on mobile devices.
“We’re always looking for innovative ways to create memorable fan experiences on mobile devices and it’s exciting to partner with Immersion for our number one series, HOMELAND,” said Don Buckley, executive vp, program marketing and digital services, Showtime Networks Inc. “The subtle, yet impactful placement of the haptic technology builds anticipation, giving the trailer an added element of suspense, achieved through a combined sensory experience,” Buckley says.
Immersion has been developing the technology used in the first-of-its-kind mobile trailer for some time.
“The standard senses that we communicate with over mobile phones and traditional media have been sight and sound, and we’re bringing a third sense to the equation—touch,” says Jason Patton, VP and GM of media and content at Immersion.
Immersion has been pushing the envelope in human/computer interactions with the sense of touch in the mobile gaming space, but has branched out to the video realm with TouchSense Engage.
“As gaming has progressed, we’ve looked for other ways to use our technology to speak specifically to end customers. One idea that grew out of what we’ve been doing in mobile gaming has been advertising and entertainment,” Patton says.
It’s early in the game for haptic projects, but the process is pretty simple: Immersion receives the content, takes it into it’s San Jose, CA edit bay and “haptic-fies” it.
“We have been retrofitting existing pieces of content to add touch feedback. That’s what we did in the SHOWTIME HOMELAND piece,” Patton says.
However, the long-term goal is to bring haptic technology into the picture earlier into the process.
“We want to work with the person who’s cutting the ad and have them think about not only sight and sound as they’re directing and producing an ad, but the sense of touch, as well. If you bring that earlier into the process, we can make the effects even better,” Patton says.
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