The internet has allowed consumers to get anything and everything they want with the click of a button. But for some consumers, the one-dimensional way of experiencing brands and products is no longer enough. People need stimulation by touch, smell, taste and tangible human experience, also known as Multisensory Branding, which unfortunately the online world can’t provide.
Multisensory Branding is beginning to make itself known, specifically in the entertainment industry. There are new generations of 4-D, 5-D and 6-D cinemas, where in addition to your 3-D glasses, the theater chairs moves and fragrance jets aim to make you feel like you are really part of the action.
For example, at the recently-opened Ferrari World in Abu Dhabi, visitors were able to be immersed in a multisensory experience. They were able to take in the sights, sounds and smells of Ferrari’s Italian heritage, while also experiencing a ride that simulated the G-Force of Formula 1 racing. While, Nissan is also trying their hand at connecting with consumers via their senses. The company plans to launch an “in-car aromatherapy forest air conditioning, which will deliver scents that assist in maintaining alertness and deliver vitamin C to help hydrate human skin.”
Food companies are not far behind their entertainment and automotive partners. There has been a huge trending in sour, spicy, bitter or exotic flavors being preferred by consumers. So, companies like McCormick and Domino’s are creating products that they know will be hits with the new flavor profile preferences of Americans, i.e. Domino’s “The Revenge” pizza that features jalapeno and mustard. Bartenders are even starting to add ginger and jalapenos to drinks, as they try to push boundaries and give the consumer a new and exciting cocktail to try.
Multisensory branding is something that companies will need to think about incorporating into their consumer experiences, as it is expected to grow over the next few years. Countless studies show that consumers stay in spaces longer when they are engaged with scents, colors and experiences. For more information on this growing trend, check out: http://adage.com/globalnews/article?article_id=147222