Money is what's usually exchanged for high-ticket items at an art auction but Bombay Sapphire offered a different experience when it had people bid on an original piece by renowned sculpture artist Dan Lam. Rather than having collectors bid with money, Bombay Sapphire had people place their bids using their senses as part of the first-ever Sensory Auction.
The interactive brand experience was crafted to recreate the sensorial experience of enjoying the Bombay & Tonic. The one who had the strongest emotional reaction to the piece became the impassioned owner of a new work of art. The Sensory Auction experience in New York's Lower East Side involved measuring subconscious sensory reactions by detecting sweat drops, eye movements, focus and engagement.
What Makes This Trend Stand Out
- Sensorial Auctions
- Businesses can host auctions where bidders bid using their senses creating a unique brand experience.
- Emotional Marketing
- Businesses can craft marketing campaigns that create a strong emotional response, which can increase engagement and sales.
- Subconscious Sensing
- Businesses can measure subconscious sensory reactions using advanced technology to gain a deeper understanding of consumer behavior.
Sectors Adopting This
- Art
- The art industry can host sensory auctions to create a unique and memorable experience for collectors.
- Alcohol
- Alcohol companies can create interactive brand experiences that engage consumer's senses and emotions, increasing brand loyalty.
- Technology
- Technology companies can develop advanced sensory measurement systems to help businesses gain insights into consumer behavior and improve their marketing campaigns.
