Musical ice cream cones point to future brand experience

Brands looking to engage consumers and create memorable experiences, could one day look to products which have multisensory components

View all images

Musical ice cream cones have been used to mark World Ice Cream Day, a first for multisensory experiences, which could point to a way for brands to develop future consumer experiences.

Researchers from Monash University and RMIT have developed WeScream!, a sensory ice cream cone that plays different sounds when eating ice cream, adding a multisensory layer to the ice cream experience.

Credit: Exertion Games Lab/Monash University

Project lead and director of the Exertion Games Lab in Monash University’s Faculty of Information Technology, professor Florian Mueller, said the technology encourages playful social eating experiences and offers a whole other meaning to sensory dining experiences.

“Our research found that WeScream! facilitated an enjoyable experience for participants eating together, whilst also increasing their awareness and attention to the taste of the ice cream,” Mueller said.

WeScream! offers a digital upgrade through sound which stimulates both happiness and playfulness, and acts as an additional component or ‘ingredient’ to the dessert, enhancing the sensory experience.

It combines human-computer interaction technology and consists of two interdependent 3D printed ice cream cones that allow users to interact with musical sounds or their preferred playlist, which is generated through the act of eating ice cream together.

Credit: Exertion Games Lab/Monash University

During the study, researchers examined how 10 participants experienced the different auditory interactions made possible by their eating habits. The system generated multiple sounds by connecting the act of eating and listening as part of a social multisensory experience.

Mueller noted it has sparked the interest of chefs and mixologists looking for innovative, exciting ways to enhance the dining experience for customers. “The technology is relatively affordable to create and we hope to see WeScream! making an appearance in the hospitality industry relatively soon,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in