Health activist detest it, dietitians say “stay away from it!”, Oscar Mayer on the other hand, just wants you to wake up to a freshly cooked bacon morning! Why? well scent of course. The breakfast sensory activators are one of the pick me ups today, in the world of neuroscience marketing. It reminds us of a late weekend brunch feasting, or mum’s call to hit the table for a family breakfast fry-up. All of which are emotional triggers that stimulates a smile that arises from the depths of any growling tummy.
The latest campaign – wake up and smell the bacon – shows just how well alarms can be more than just a ring and vibration in the morning. A similar app was launched in conjunction of National Breakfast Day in Singapore, done by Tribal Worldwide Singapore for McDonald’s. In a single day on March 17. McDonald’s was looking to set a national record for the “Largest Number of Muffins Given Away” with more than 120,000 muffins to be handed out for free.
Back to Bacon, the other aspect of of the Oscar Meyer campaign that intrigued me is the use of sensors with a mobile device. The campaign did really well by offering the app for free to download, and getting users to “sign-up” online to stand a chance to receive a cool device that plugs into your mobile phone and emits the smell of bacon. This is coupled with the app on the mobile phone that will activate the sound of crackling fried bacon. Great idea! cool technology, a Hollywood style video to go along with it…all the ingredients to make it to an award show. But… how do we know how much product is moved?
Stimulating senses is just as complex as media placements. At home, on the way to work, in the office, lunch or in the train. You might reach them, you might interest them, and they might just buy a competing product. It’s just bad timing or location. Take the McDonald’s app for example. the stimulus to create an action is at the heightened point of interest – which is to feed the hunger in the morning, action taken by making a point to purchase a breakfast meal on the way to work. Commendable and a great disruptive innovation.
Just a thought. How about starting this promotion at all Oscar Meyer retail points, rather than an app push. It’s obvious the goal to get the device has a high barrier of entry, and the interest to want to smell bacon might just be novelty. However, give out these devices to hectic-after work grocery shoppers, and the possibility of a return customer might be higher. Harald Vogt, founder and chief marketer of the Scent Marketing Institute, commented that truly obvious candidates for scent marketing (hotels, transportation providers, retail stores, etc.) all too often ignore the possibilities of olfactory marketing. Indeed, these businesses often let ambient odors and random byproducts of their product or service define their scent, often not a very good thing.