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Sensory marketing: the brands appealing to all five senses (part1) (brands…
Sensory marketing: the brands appealing to all five senses (part1)
brands are using new technology to interact with consumers
advancements in sensory technology
hearing the sound of jelly babies screaming while chewing them
In 2011, researchers in Japan developed a headset that triggers different sounds as wearers close their jaws when eating
high-tech world of sensory marketing
designed to appeal to all the human senesce
designed to engage emotions
Goal: to influence purchasing behavior
example: Marriott Hotels' 4D technology-inspired Teleporter
the hotel is using Oculus Rift technology to allow guests to virtually explore holiday destinations
4D technology
enables teleported guests to physically feel aspects of the environment they are in
installed heaters can simulate the sun on your face
a water sprayer can make you feel the sea spray hitting your skin
ex: Häagen-Dazs
is using augmented reality to entertain consumers while they wait for its ice cream to become soft enough to scoop
the brand's Concerto Timer iPhone app
can project a virtual violin concerto on top of a tub
pairing sound with food&drink has been scientifically proven to enhance flavor
high-frequency sounds enhance sweetness in food
low sounds bring out bitterness
airline British Airways : in-flight playlist with 13 tracks chosen to enhance the taste of the dishes on its in-flight menu
Cutting-edge dining
2 main ideas
the projection of augmented reality imagery on to food
this experience offered to diners at some of the world's top restaurants: El Celler de Can Roca in Spain: opera-dinner called El Somni & Ultraviolet in Shanghai
hearing sounds while eating
ex. Heston Blumenthal & his rest The Fat Duck
popular for its Sound of the Sea dish with accompanying iPod playing the sound of waves
sensory marketing is currently seen as an add-on
Drinks giant Diageo
major investor in sensory marketing
launches multi-sensory apps for brands (Guinness)
this investment driven by science rather than technology
humans: make decisions primarily off emotions, not logic-based beings
marketers: understand what motivates us