A recent paper on this technique, which we call ‘targeted dream incubation’ (TDI), showed incorporation of the pre-sleep prompts into participants’ dreams more reliably than has been seen with previous lab-tested incubation techniques.Īs it happens, the recent paper on TDI appears to have influenced Molson Coors’s foray into dream hacking they used the phrase ‘targeted dream incubation’, language unique to this paper, in their marketing. Then, after determining that they have been asleep for a predetermined period of time, the technology awakens them with a slight sound and records their verbal dream report. It pairs three sleep sensors with a computer or smartphone to prompt users to think about a specific topic – something as simple as a tree or as complex as a perplexing work problem. Two of us (Adam and Robert) recently worked on a team developing a wearable dream-incubation device called Dormio. But technological advances and improved sleep science are expanding how such techniques can be reliably implemented. These traditions span time and place, providing tools for people to move from unpredictable dream content to sought-after dreams dealing with specific themes and issues. Dream incubation stretches back more than 4,000 years to ancient Egypt, where sleepers lay in sacred beds in the Ṣaqqārah Serapeum to receive divine dreams to ancient Greece, where ailing people went to dream in oracular temples to today, where dream incubation plays a key role in healing, therapeutic and spiritual practices such as yoga nidra and Mohave shamanism. Of course, advertisers are far from the first people to work on influencing and incubating dreams. The commercial, for-profit use of dream incubation – the presentation of stimuli before or during sleep to affect dream content – is rapidly becoming a reality. The American Marketing Association New York’s 2021 Future of Marketing study found that, of more than 400 marketers from firms across the United States, 77 per cent of them aim to deploy dream-tech for advertising in the next three years. Multiple marketing studies are openly testing new ways to alter and drive purchasing behaviour through sleep and dream hacking.
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They hired a Harvard psychologist to design dream-incubation stimuli, incentivised participation with offers of free drinks, and, in a marketing coup, had the pop star Zayn Malik agree to sleep on Instagram Live while having an incubated Coors dream – though he did mention the whole project was ‘kinda messed up’.
They explicitly aimed to place images of Coors beer, along with positive imagery (of refreshing alpine rivers, for instance), into dreamers’ minds. The night before Super Bowl LV, the beverage company Molson Coors ran what they called the ‘world’s largest dream study’. This is neither metaphor nor fiction it’s a fact. Advertisers have begun invading our sleep in an attempt to place their products in our dreams.
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