Arnold Schwarzenegger is lending his recognizable voice to navigational application Waze in preparation for the release of the new Terminator film, proving the app?s popularity is an optimal leverage point for connecting with consumers.

Users of the Waze app will now be able to select the voice of The Terminator himself, belonging to actor and former California governor Mr. Schwarzenegger, to guide them on their daily commutes and road trips. An increasing number of marketers are turning to navigational apps for advertising opportunities, due to their frequent consumer usage.

?Novelty voice options for navigation systems aren't new - TomTom currently has over 100 available for their products,? said James McNally, director of business development at Fuzz Productions, Brooklyn, NY. ?The question is less about whether brands or celebrities would develop branded content, and more about what companies like Waze see as their advertising product. 

?If Waze wants to sell the navigator voice as a sponsored ?native ad? then surely brands will take advantage. While not every recognizable voice would be as good of a fit as the Terminator, there likely are other campaigns that could leverage this type of placement well.?

Optimal promotion opportunity
This is an ideal promotional opportunity for ramping up awareness of the latest Terminator installment, titled Terminator Genisys, which is being released on July 1.

Mr. Schwarzenegger?s voice, which is emulated by many fans, will likely get consumers into the excited mindset of watching the newest film installment and ramp up awareness of its release for those who may not have heard of it.

If others are in the car with the user of the Waze app, they may also feel inspired to look up movie times after listening to The Terminator himself present driving directions.

Offering consumers the ability to choose their preferred navigation voice, especially that of a major celebrity, is a smart way for Waze to stand out among its competitors and ensure that its users stay interested and connected, as the app makes revenue via advertising.

Mr. Schwarzenegger will be providing routine commands to drivers across the nation, as well as some of his classic lines, including ?Hasta la vista, baby.?

?It's fun and a great celebrity promo integration that just fundamentally works,? Mr. McNally said.  

Voice tactics
Providing branded content to guests via voice-enabled technology can help bridge the human gap between consumers and stiff marketing materials. Brands that have well-known or beloved mascots would be well-suited to leverage their voices to strike an emotional chord within customers and bolster a deeper connection.

Last week, Kentucky Fried Chicken announced its plans to target younger consumers by teaming up with the Waze app to lend the voice of brand mascot Colonel Harland Sanders, who will provide turn-by-turn GPS directions and point out nearby restaurants (see story).

Voice ordering technology has also been gaining traction, thanks to the sheer convenience it offers mobile users who are on-the-go or have their hands full.

In February this year, Domino?s Pizza?s virtual ordering assistant Dom, which lets consumers dictate orders via mobile devices while on-the-go, reached a half-million orders since its 2014 launch, suggesting more food brands should consider investing in voice ordering technology (see story).

One additional tactic that Waze could offer users is the ability to purchase Terminator cinema tickets directly in the app once their route is completed. This mcommerce angle would likely drive up ticket sales and offer an additive experience to driving with Mr. Schwarzenegger.

?Why not have an in-app coupon or link that can be unlocked by using Arnold for an entire trip, or for an entire day, or some other use threshold,? Mr. McNally said.

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York