Brands looking to engage consumers and create memorable experiences, could one day look to products which have multisensory components
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 UniversityProject 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 UniversityDuring 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.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
