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The Hapticologist: The centre of the seven senses as a stage for haptic advertising

Visitors to the Hapticologist bar at the OMR Festival in Hamburg on 6 and 7 May will be immersed in a multi-sensory experience. The ‘Centre of Seven Senses’ combines the seven senses of marketing – sight, hearing, smell, taste, touch, intuition and perception – and shows how haptic advertising connects brands and target groups at all levels.

‘Why just do marketing when you can feel it too?’ is the motto of what is probably the most sensual bar in the world. A group of eight leading suppliers and manufacturers, three promotional product distributors and industry experts from PSI and WA Media have joined forces to present haptic advertising on a completely new level. This is where creative marketing meets the unique vibe of a real trendy bar – and everyone is invited to get to know this world.

‘Feel it! Love it! Live it!’ If you love cocktails, this is the place for you. Just as an Old Fashioned only becomes a classic with the right bourbon, power banks, daypacks or the famous rubber duckies are the details that make marketing campaigns noticeably better.

The Hapticologist presents an unrivalled cocktail of sensory experiences, design and branding power. Inspired by the seven senses, top bartenders create their best signature drinks. A first-class barista serves coffee specialities, accompanied by the vibrant beats of a DJ.

Merch with a message
Of course, the promotional products professionals will also be demonstrating their expertise in the field of tangible advertising. An exclusive merchandising collection can be admired at the stand or ordered online at www.thehap.bar/shop. Each item is not only a stylish accessory, but also proof of the effectiveness of haptic advertising.

Steven Baumgaertner, CEO of cyber-Wear and co-initiator of the project, explains the reasons behind the initiative: ‘We want to show how relevant and forward-looking haptic advertising is for modern marketing. With our bar, we are breaking down boundaries, mixing creativity, sustainability and branding opportunities to create a cocktail that inspires brands as much as their target groups.’

Leading and networking
Together with the PSI, Baumgaertner called on the industry in the summer of 2024 to join the initiative and take part in the Online Marketing Rockstars. Ultimately, eight innovative suppliers and manufacturers (Halfar, Kalfany Süße Werbung, Karl Knauer, Mahlwerck, mbw, Prodir, Toppoint and uma) and three creative promotional product agencies (cyber-Wear, Global Brand Concepts and Kolibri) joined forces to bring the versatility and strength of their marketing discipline to the marketing world. In addition, OMR visitors can take part in a master class with Olaf Hartmann, the leading expert in multisensory marketing.

The implementation of the bar concept is in the hands of PSI boss Petra Lassahn, who, as RX director, also heads the legendary Bar Convent Berlin – a true expert when it comes to staging events and bringing brands to life. The Hapticologist will be supported by a strong media partner: HAPTICA® Magazine from WA Media, which carries the message of haptic advertising to the marketing world.
 

OMR Festival
With more than 67,000 visitors attending the last festival, the Online Marketing Rockstars in Hamburg is one of the largest events in the online marketing and digital industry in Europe. Around 1,000 exhibitors, from tech giants such as Google, Vodafone and SAP to SMEs and start-ups, present innovative tools and technologies for the industry. A total of 800 speakers will be heard on various stages, including not only proven industry experts but also world stars such as basketball legend Dirk Nowitzki. In over 270 masterclasses and 200 guided tours, visitors can gain practical knowledge from experts.

The Hapticologist's booth is located in Hall A4, Booth B01.

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