How about diluting some commercial wood smoke and giving the roasted beans a quick spray? Or adding a drop into the cup?
Why would adding wood smoke and flavors via chips during the roast be any different in concept and outcome than adding those flavorings/additives directly to coffee?
I enjoy pumpkin flavor (the essence of pie spices) in ice cream; I love hazelnuts hot roasted off the carts in NYC. These putative flavors are widely advertised in coffee chains (Dunkin', Green Mountain, all over). But I don't see the point of flavoring my own roasted.
My yearly homage to the dead writer/humorist Richard Armour:
Creativity: An act that makes me wonder why I never tried that before.
Novelty: An act that makes me wonder by what perversity it was ever attempted.