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

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in