Care hire service Holiday Autos recently set up a fun vending machine that would dispense the smells of summer in place of ordinary snacks.
The Smells of Summer vending machine features bottles that contain the smells of things like freshly cut grass, barbecues and the beach. In order to get a whiff of these intoxicating summer scents, people passing by were required to send out a tweet in order to redeem a bottle. The interactive campaign really speaks to a movement brands are making to foster long-lasting connections with consumers through multi-sensory engagement.
While neither scent-filled bottles or social media vending machines are new ideas, Holiday Autos demonstrates the success that can come from converging two popular ideas for the purposes of sales and marketing.
Key Themes Behind This Trend
- Multi-sensory Engagement
- Disruptive innovation opportunity: Develop interactive campaigns that engage multiple senses to foster long-lasting connections with consumers.
- Scent Marketing
- Disruptive innovation opportunity: Explore the use of scents to enhance the overall brand experience and create unique sensory interactions with customers.
- Social Media Vending Machines
- Disruptive innovation opportunity: Combine social media with vending machines to create interactive and engaging marketing experiences that drive consumer participation.
Where This Applies
- Automotive
- Disruptive innovation opportunity: Incorporate multi-sensory experiences in car showrooms or test drive events to create a stronger emotional connection with potential customers.
- Retail
- Disruptive innovation opportunity: Integrate scent marketing in retail stores to enhance the shopping experience and create a memorable brand atmosphere.
- Hospitality & Tourism
- Disruptive innovation opportunity: Utilize scent marketing to evoke specific feelings and memories associated with holiday destinations, enhancing the overall guest experience.
