Place it at the end of a quiet setup, just before the moment you want viewers to notice, then follow it immediately with a payoff sound. An Inception horn works when the reveal is grand and cinematic, while a FNAF jumpscare scream fits when the payoff is a sudden scare.
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This is a roughly five-second swelling tone from Undertale that begins low and quiet, then climbs steadily in pitch and intensity until it feels ready to break. It gives a listener a creeping sense of anticipation, tense and slightly uneasy, as if something important is about to happen. It plays in the 2015 game just after the player confirms the fallen child's name, before the story begins.