RTC Blog

From inside information to far out ideas, here's what
has captured our attention and spurred us into action.

Multisensory Marketing: Experience the Sound of Taste

Have you ever said a word and had it leave a taste in your mouth? Or looked at a picture of a recipe and been able to smell the spices? This phenomenon is called “synesthesia” and is defined as “the production of a sense impression relating to one sense or part of the body by stimulation of another sense or part of the body,” which is a fancy way of saying that one sense inspires another sense. Not everyone experiences this sensation naturally, but it can make experiences and even memories so much more immersive.

As marketers, we’re in the business of designing brand experiences. However, so often we confine these creations to a single sense — think an engaging infographic or a catchy jingle. But why is this the standard? Why not go beyond that?

One of our network partners, Grey London, recently(ish) designed a poster for a spice brand that transcends a single human sense to create an incredibly vivid multisensory experience. And I love it.

Take a second to watch the case study.


The task provided was to express the flavors of different spices in a visual manner — for example, what would the flavor of rosemary look like as opposed to curry? Then, to go one step further, the agency added a digital component and used conductive ink to associate each spice with a musical chord. The poster utilized Bluetooth to connect to a mobile website that leveraged smartphone speakers to play the sound. This way, when a person interacted with the poster, he or she would be met with a beautiful auditory and visual expression of flavor. Now, unless you’re a major foodie (guilty as charged), you probably don’t often think about the depth of flavors that spice can add to a dish or the color it can bring out, but this campaign really brings a lot of vibrancy to a seemingly commonplace product.

This one tactic actually has a multitude of implications for those of us who are concerned with building truly integrated experiences. The last few years have been full of marketing pundits debating things like whether print is dead, but, as this example shows, no medium is ever truly dead. You simply have to build on traditional channels to create new ideas. You don’t need me to tell you that the best campaigns leverage a variety of different mediums to tell a story. Not only does this give your brand reach, it also provides opportunity for variety in both visuals and messages.

Now, though, technology has allowed us to connect these tools, and the lines continue to blur every day. The overly used and widely hated QR code started this trend of allowing you to enhance a print piece with a digital component. Augmented reality followed close behind, though the results were often gimmicky. And it doesn’t stop with print. Comcast introduced clickable TV ads a few years back. Radio is throwing in hashtags and urls to use with social media. Video games use physical add-ons for new in-game content. And, of course, digital has allowed us not only to enhance our advertising, but also to measure it.

As technologies continue to develop, we marketers will be lucky enough to leverage them to bring new life to brands and help connect them to the people they serve. Despite some questionable executions in the past, there are endless possibilities to bring interactivity, immersion, and integration to a campaign … we just have to be creative enough to think up the ideas!


What are your favorite examples of innovative integrated marketing? Share them in the comments section below!


Source: Fast Company

Add a Comment

Perspectives Treffpunkt
#VXSafetyVideo 2014 Winter Olympics 23andme 3-d printers 3-d printing Adboe Adobe Gadget Adobe Magpie Adverse Events advertising advertising careers agency Airbnb Amazon American Airlines Amgen analysis analytics antisocial network app apple aranesp ArsTechnica augmented reality Benicar Bitcoin black box drugs black box warning blue button boomers Box brand to customer relationships Browser Release Announcement business Business Insider Cancer Candy Crush captain kirk Caregivers Circulars Citius Pharmaceuticals Click-to-Chat CNN commercial space travel communication communities community management consumer research cover photo cross-interface culture customer engagement customer engagement agency Customer Experience customer experience design customer relationship marketing CX D.C. Daiichi Sankyo data data analysis data driven marketing data management data modeling data-drivem dc DC Advertising DC digital marketing DC marketing dc week 2012 Delta design Development Devin Fernandez diagnostics Diclegis Digital digital advertising digital behavior digital marketing display DMP doctors economics economy efficacy claims Elena Zamolodchikova Emily White engagement marketing executive leadership f*** cancer facebook FarmVille Fast Company FDA FDA guidelines FDA Letters Federal Aviation Administration Fire Phone FitBit Forsman Bodenfors fun Gamification gaming gen-x gen-y generation mashup generations GenY Geordi La Forge gesture technology gestures global google Google Chrome google goggles google hummingbird Google Translate Google Wallet Grey London hcp hcp marketing health healthcare hitchBOT holodeck Huffington Post HuffPost Live hypospray IBM Ice-cream injections innovation inrix insights Instagram iPad iPhone james tiberius kirk Jean-Claude Van Damme Jell-O jet-injection JetBlue John Gerzema Juxtapid Kadmon Kickstarter language leadership letter from the editor life marketing marketing careers marketing DC Marketing Innovation marketing mix marketing promotions Mashable Matt Kruse medical apps medication medicine millennials mobile Mobile App Mobile Apps mobile experience Mobile Marketing mobile phone mobile technology mobile-first companies Moscow Mt. Gox MTV multi-channel planning Multisensory music Music Productivity neil young New York Times Bestseller next mobile experience organic search Oxford English Dictionary paid search park me app party patient health patient targeting patient-doctor relationship patient-level data Pay Phone people perspectives pharma pharmaceutical advertising Pharmaceutical Marketing pharmaceuticals photography pillpack Pinterest ponomusic Popmoney prescribing information prime directive principles relationship marketing relationships replicators Retail Retale ReWalk ribapak Ribasphere RibaPak RM Roy Sekoff RTC RTC Agency RTC Blog RTC Chatter RTC Dev Team Safety Video sara collis scanning secure search encryption segmented data Selfie SEO simulator Snap Chat Snapchat soccer social engagement Social Fixer social listening social media social media marketing social network Songza space space x staff StandWith Star Trek storify Subway summer Sung Kim Suprenza SXSW sxsw interactive SXSW14 Synesthesia team building technology Telecommunications telemedicine The Athena Doctrine translate translation translator trekkies tricorder tumblr twitter Twitter #Below10KFeet Twitter changes Uber US WorldMeds Vending Machine Venmo Virgin America virgin galactic virtual reality Visor Vital Technologies Corporatio Volvo Trucks washington Washington DC Washington DC ad agency Watson wearable technology Winsha Chen Women wondervoice World Cup Wunderman Wunderman Reports wunreports Yahoo Yahoo Finance Yahoo Mail Yahoo News YouTube zipcar