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SXSW 2015: Show & Smell

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The Marketing Store presented for the third time at SXSW Interactive conference.

During our session: “Show & Smell: Brand Experiences For All Five Senses", our team brought the latest leading-edge technologies and shared how these future technologies may be used in brand activation experiences.

Take a look at our presentation and visit sxsw.tmsw.com to view all of the emerging technologies we showcased during the session!

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SXSW 2015: Show & Smell

  1. 1. SHOW& SMELL Warren Kronberger – The Marketing Store @warrenkronberge David Polinchock – Media Lab Director @polinchock Heather Gately – The Marketing Store @heathergately #SXSMELL BRAND EXPERIENCES FOR ALL FIVE SENSES
  2. 2. Welcome Swag/Hashtags Bubble Voting Show & Smell Smell Touch Hear Taste See Sixth Sense Q&A #SXSMELL | @warrenkronberge | @polinchock | @heathergately
  3. 3. Bubble √ote #SXSMELL #GRAPE #SXSMELL #CHERRY #SXSMELL | @warrenkronberge | @polinchock | @heathergately
  4. 4. “In studies, groups exposed to multi-sensory environments always outperform those in uni-sensory environments.” Brain Rules: 12 Principles for Surviving and Thriving at Work, Home and School #SXSMELL | @warrenkronberge | @polinchock | @heathergately
  5. 5. Smell
  6. 6. Smell is the only sense that bypasses the thalamus and goes directly to the brain. That’s right. Let’s get #thalamus trending. #SXSMELL | @warrenkronberge | @polinchock | @heathergately
  7. 7. Scent marketing industry growing at a 15% rate and a $300M industry. Ad Age, December 2014 #SXSMELL | @warrenkronberge | @polinchock | @heathergately
  8. 8. Lincoln Motor Company | lincoln.com
  9. 9. http://airesscentials.com Air Esscentials/ Vanilla – Chocolate Brownie AIR ESSCENTIALS | airesscentials.com
  10. 10. Scentee app for phone. #SXSMELL | @warrenkronberge | @polinchock | @heathergately SCENTEE | scentee.com
  11. 11. VR SCENT COLLAR | Jacki Morie
  12. 12. Touch
  13. 13. You have more tactile receptors in your little finger than you have in your entire back. #SXSMELL | @warrenkronberge | @polinchock | @heathergately
  14. 14. Moto-X/Google GOOGLE/MOTO-X | Digitas/TheMarketingStore
  15. 15. Myo MYO | myo.com
  16. 16. Shinoda Lab | http://bit.ly/shinodalab1
  17. 17. Ericcson ERICCSON | ericcson.com
  18. 18. Ericcson Talkable vegetables| ericcson.com
  19. 19. Sand music/AR DIY w/ Microsoft Kinect | viralforest.com
  20. 20. GPS handlebars Haptic GPS handlebars | TiCycles.com
  21. 21. PHORM | Tactus.com
  22. 22. Thinfilm #SXSMELL | @warrenkronberge | @polinchock | @heathergately THINFILM | thinfilm.com
  23. 23. CHEEBOT | themarketingstore.com
  24. 24. hear
  25. 25. Slow music creates longer dining times, leading to a 29% increase in the average bill. #SXSMELL | @warrenkronberge | @polinchock | @heathergately
  26. 26. Mumble MUMBLE! app | mumble.com
  27. 27. Spongebob Straw The Marketing Store | themarketingstore.com
  28. 28. NOVALIA | novalia.com
  29. 29. NOVALIA | novalia.com
  30. 30. Taste
  31. 31. Scented Spoon Scented Spoon | themarketingstore.com
  32. 32. TONGUE TATTOOS | factoryoffun.com
  33. 33. Edible coffee cup Edible Coffee Cup| therobbincollective.co.uk
  34. 34. ChefPro 3D printer Pancake Bot | kickstarter.com
  35. 35. ChefPro 3D printer CHEFJETPRO3D | the-sugar-lab.com
  36. 36. Anyone getting hungry?
  37. 37. See
  38. 38. Printed solar cell w/ LED | Mekoprint.com
  39. 39. II-VI Marlow | marlow.com
  40. 40. II-VI Marlow | marlow.com
  41. 41. 3D Holograph DIY | Projection Pyramid
  42. 42. Google Cardboard GOOGLE CARDBOARD | google.com/get/cardboard/
  43. 43. Mattel Viewmaster MATTEL/GOOGLE | view-master.com
  44. 44. Microsoft | hololens.com
  45. 45. Hololens Microsoft | hololens.com
  46. 46. “Sixth sense”
  47. 47. “I see head (bands), people.”
  48. 48. http://www.interaxon.ca/ MUSE | interaxion.com
  49. 49. MOFF | moff.mobi
  50. 50. Tobii.com eyetracking TOBII | tobii.com
  51. 51. (in)Visible Light Communication | disneyresearch.com
  52. 52. (in)Visible Light Communication | disneyresearch.com
  53. 53. (in)Visible Light Communication | disneyresearch.com
  54. 54. Final thoughts… Non-visual brand cues are often reliant on “embodied cognition” and stronger than we realize. New technologies allow us to blend digital, physical and the sensory world in new ways.
  55. 55. Thank you for attending. Now, take leave of your senses.
  56. 56. sxsw.tmsw.com @heathergately @warrenkronberge @polinchock @marketingstore

Editor's Notes

  • Heather– Welcome and introduction of David, Warren
    Heather/Brian/Kate wearing T-shirts David/Warren wearing T-shirts and lab coats

    Welcome to Show & Smell. How many of you have been to our previous Show & Smell presentations at SXSW?
    Anyone?

    Okay, well, you are in for a treat. We took last year off, and in the past two years, sensory marketing has gotten a boost from new research that centers around “embodied cognition” the idea that without conscious awareness, our bodily sensations help determine the decisions we make.

    BRAND SENSE: (FROM FIRST FLAVOR PRES)

    Sensory Triggers are missing from most companies marketing spend!

    Research shows that our mood will increase up to 46% if exposed to a positive picture

    Our mood will increase 23% if exposed to a positive taste

    A positive touch increases our mood up to 29%

    Our mood will increase up to 65% if exposed to a positive sound

    Lastly, our mood will increase up to 75% from a positive smell






  • Slide include: Miami
  • In an experiment Krishna conducte
  • Aradhna Krishna, a leading researcher in the sensory marketing field, and the director of the Sensory Marketing Laboratory at the University of Michigan authored the book Customer Sense: How the 5 senses influence buying behavior. In one example, she found the smell of cinnamon makes a heating pad seem to work better because the senses amplify one another. Cinnamon suggests warmth and in turn enhances a heating pad’s appeal and apparent effectiveness.


    We’re hardwired for scent reception.
  • Ad Age: A study done in 2013 by the Global Journal of Commerce and Management Perspective said that ambient scent has the strongerst impact when it comes to enhancing consumer behavior in terms of emotion, evaluation, willingness to return to a store and purchase intention.

    Lincoln Motor Company
  • The distributed scent industry was born of a need to mask unpleasant scents, such as the smoking areas of a casino. But, what they found was that in areas that were scented, Slot machine receipts increased by 53% in the scented area of a casino. (*Brand Sense / Martin Lindstrom / Free Press 2005).

  • Fixed fragrances/ multiple scents to come in next generation.

    Warren
  • David
  • In a recent experiment by researchers at the University of Boulder and Yale, people who held a warm beverage were more likely than people who held a cold one to think that a stranger was friendly. – 2014

    In a similar example, some beauty products are engineered to generate heat upon application, even though heat isn’t necessary to their functioning—but the heat psychologically signals that they are working.



    Bertil Hulten, Niklas Broweur, and Marcus Van Dijk: Sensory Marketing. New York: Palgrave MacMillan, 2009 (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing)
     

    There are different kinds of touch.
  • https://www.youtube.com/watch?v=iMrZmSPpIRw

    Warren
  • New Image

    David - Myo
  • David – newimage

    https://www.youtube.com/watch?v=7Ibdv0rtiDE
  • Japan capacitants from tomato, onion, triggers farmer’s voice.

    Warren - newimage
  • Japan capacitants from tomato, onion, triggers farmer’s voice.

    Warren - newimage
  • Japan capacitants from tomato, onion, triggers farmer’s voice.

    Warren talking vegetables
  • http://www.viralforest.com/simple-idea-behind-mind-blowing-3d-interactive-sandbox/

    David
  • https://www.youtube.com/watch?v=UVzf1p09Cpw

    Warren – GPS handlebars
  • https://www.youtube.com/watch?v=gGA5ypnhMTg

    Heather – Tactus PHORM


  • Thin film - Warren

  • Drawing - Handle
  • Using energy available in environments. As this becomes part of our background, can use as promotional medium
    Insert image for patent.

    Warren - Minion
  • Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009)

  • Mumble - Warren
  • https://www.youtube.com/watch?v=Merb1vDwOSc

    Sponge bob
  • http://www.youtube.com/watch?v=tUPsyxgxoWE&feature=youtu.be

    Kate – Novalia/Warren
  • https://www.youtube.com/watch?v=6V58WNznk-o
  • Warren - Taste
  • Tongue Tattoo - Warren


  • Edible Coffee Cup - Warren
  • https://www.youtube.com/watch?v=VP7oj9qxvNw

    Pancake bot - Heather


  • Chef Jet PRO 3D - David

    Heather - brownies

  • Heather - brownies
  • Solar table tent with light

    Warren – Printed Solar Cell
  • Spinner
    II-VI Marlow

    Marlow – thermoelectric spinner
  • Spinner
    II-VI Marlow

    Marlow – thermoelectric spinner
  • Peppers Ghost DIY projection pyramid - Warren
  • David – Google Cardboard -
  • View master – speaking of Google, coming up we have something more from Google
  • Hololens - David
  • Muse - David
  • MOFF - David
  • Tobii. Com - David
  • http://www.disneyresearch.com/project/visible-light-communication/
    https://vimeo.com/102480459

    David – invisibe light communication
  • http://www.disneyresearch.com/project/visible-light-communication/
  • http://www.disneyresearch.com/project/visible-light-communication/


    David
  • Tmsw.com/sxsw
  • Tmsw.com/sxsw
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