10 Innovative Marketing Ideas That Use Smell to Sell


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If you’re nosing around for new ways to make your brand stand out, then advertising with smell could be the answer. According to a 2012 study by Utrecht University in the Netherlands, smell can trigger powerful emotional and cognitive reactions – which is something companies would love to cash in on. Another plus side to using scents is that smell, unlike light and sound, can’t be easily filtered out and ignored.

In one interesting campaign, Santa Barbara-based fragrance firm ScentAndrea used “scent cannons” to emit the smell of fresh coffee by the pumps at a gas station. “We’re only testing and we’re showing an incredibly high sales lift of coffee [being sold after customers fill up their tank],” said ScentAndrea’s CEO Carmine Santandrea. In fact, the initiative boosted the gas station’s coffee sales by a whopping 300 percent. While many of the ideas on this list can’t boast those kinds of numbers, they do give us a glimpse into the challenges and possibilities of using smell to sell.

10. Bloom – Steak-Scented Billboard


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This meaty ad created for the now defunct Bloom grocery stores was no ordinary billboard. When it first popped up on a busy North Carolina highway in June 2010, the ad generated so much hype that it was featured on CNN, the Today Show, TV game show Who Wants to be a Millionaire? and in Japan’s Nikkei Marketing Journal.

But why did it make headline news? Well, the ad was unique because it sent the smell of grilled steak wafting into nearby commuters’ cars. What’s more, People for the Ethical Treatment of Animals (PETA) drew even more attention to the billboard’s debut by threatening to put up a radical response billboard featuring “the real smell of meat:” blood, rotting flesh, urine and excrement. The original billboard was fashioned by advertising agency Birdsong Gregory to promote Bloom’s own Sheffield & Sons brand of Angus beef. According to the agency, Bloom enjoyed improved sales in its meat department thanks to the “world’s first scented billboard.”

9. Mr Kipling – Cake-Scented Ad


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In 2012, UK-based cake company Mr Kipling released unique scented bus shelter billboards that made it possible to smell your cake and eat it, too. The campaign’s posters pumped out the delicious aroma of cake and also distributed free Mr Kipling Angel Slices. The aim: to lure potential customers into trying the brand’s new “snap packs” for on-the-go eating. Nineteen different bus shelters each distributed as many as 500 packs a day across the UK. Starcom, 101 and JCDecaux collaborated to make the campaign a reality.

Giving out free samples is far from a new marketing tactic – but combining this with modern technology adds a cutting edge and novel sensibility to the tried and true approach. The campaign was so successful that the strategy was repeated in December of that same year, this time featuring free Mr Kipling Christmas Cake Slices, holiday smells and Christmas carols.

8. Wagg Foods – Dog Food-Scented Ad


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In March 2010, dogs in Soho, London went ballistic when their owners happened to walk by Wagg’s specially scented dog food ad. Since dogs’ sense of smell is thought to be a minimum of 100,000 times stronger than our own, Wagg Foods chose to target pets instead of owners with this innovative campaign.

“Dog food is usually marketed towards owners, but we decided that it was time to put the dog at the centre of things – after all, they’re the ones that enjoy our products,” said Wagg Foods sales and marketing director Tom Page. The company’s researchers worked really hard to invent an aroma that pooches would love as much as the taste of the food – and they were apparently successful. London resident Sara Vincent said her dog Tilly was more than convinced by the adverts. “She started sniffing and barking,” she explained. “I had to literally pry her away from it.” The ad accumulated a great deal of press coverage and was featured in a national UK newspaper, on various websites, and on a popular radio show.

7. Got Milk? – Cookie-Scented Ad

7-Got-Milk–Cookie-Scented Ad

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Milk isn’t known for its tempting aroma; freshly baked chocolate chip cookies, on the other hand, are. In December 2006, the California Milk Processor Board launched a scented advertising campaign in five San Francisco bus shelters. Since many Americans enjoy eating chocolate chip cookies with a cold glass of milk, the smell of the delicious treats was aimed at increasing dairy sales.

The bus shelters were outfitted with posters instilled with scented oils and displaying the “Got Milk?” slogan. Louis Zafonte of Arcade Marketing, the company that created the ads, explained the philosophy behind the idea: “Scent is the primary driver of memory,” he said. “When you smell baby powder or chocolate chip cookies, everyone feels good.” However, although some people said that the aroma was preferable to the usual urban smells, others weren’t so enamored with it. Sadly, the ads had to be taken down after just 36 hours amid concerns that the fragrance would trigger allergies, offend the homeless by making them feel hungry, and even encourage obesity.

6. Bloom – Peach-Scented Billboard


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In August 2010, Bloom grocery stores took another stab at scented advertising with this peach of a billboard in the southwest end of Charlotte, North Carolina. This time, not even PETA could complain, as Bloom used peach aromas to promote fresh produce at one of its new stores. Ad agency Birdsong Gregory was the company behind the billboard, which encouraged commuters to roll down their windows and enjoy the fruity fragrance.

ScentAir, the scent-centric branding agency that created the grilled steak smell previously employed by Bloom, claims that “by targeting the senses, brands establish a stronger and enduring emotional connection with their consumers.”

5. New Jersey State Fair – Cotton Candy-Scented Billboard


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Starting on June 16 (Father’s Day), 2012, two billboard trucks with special scratch ‘n’ sniff panels made of scent-soaked fabric hit the streets to lure people to the New Jersey State Fair. The bait: the nostalgic scent of cotton candy.

Designed by New Jersey-based ad agency NJ Creative Direction, the billboards took the sweet fair smell to malls, downtown areas and other places of interest across New Jersey and Staten Island, New York, giving shoppers a chance to scratch and sniff jumbo-sized sticks of cotton candy. President of the State Fair Group Al Dorso enthused, “The smell of cotton candy evokes memories of summertime and fun.”

4. McCain Foods – Baked Potato-Scented Ad


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In February 2012, the UK arm of McCain Foods worked with a team of creative agencies and a scent laboratory to design a wave of unique bus shelter ads that were put up across the UK. The bus shelters were equipped with a button that, when pressed, made a fiberglass 3D baked potato emit heat as well as the smell of a freshly baked spud. The ad even dispensed discount coupons.

The campaign ran in London, York, Manchester, Nottingham and Glasgow as part of a campaign to promote McCain Foods’ Ready Baked Jackets. “We’re adding a whole new meaning to try before you buy,” said McCain Foods head of brand Mark Hodge. One of the advantages of using smell campaigns is that they can create great PR opportunities and generate a lot of press coverage.

3. Dunkin’ Donuts – Flavor Radio


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Dunkin’ Donuts’ unique 2012 campaign in Seoul, South Korea would have made famous Russian scientist Ivan Pavlov proud. A special scent spray system known as Flavor Radio was installed on the city’s buses. The sprays were cunningly designed to release the aroma of freshly brewed coffee when triggered by a Dunkin’ Donuts radio jingle on the buses’ radios – masterfully linking the smell to the brand.

Most people tend to like the smell of coffee, and the scheme seems to have had a positive effect. Dunkin’ Donuts reported a 16 percent rise in the number of visitors at selected locales. It also boasted a 29 percent increase in coffee sales as a direct result of the campaign – which was the work of marketing agency Cheil Worldwide. The aromatic marketing push took place over several months and reached some 350,000 commuters.

2. Old Spice – Scratch ‘n’ Sniff Online Banner Ad


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In April 2013, Old Spice created a rather tongue-in-cheek online campaign to promote its new Wolfthorn product range. The men’s toiletry company claimed to have invented the Internet’s “first scratch ‘n’ sniff banner ad,” enabling browsers to literally “smell the Internet.” The banner ads appeared online in the sports section of satire newspaper The Onion – which should have been the tip-off.

Of course, it’s still impossible to send smells via the Internet, so don’t bother sniffing your computer screen just yet. Clicking on the banner ad encouraged zealous “sniffers” to fill out a form with their information, enabling Old Spice to send them a real scratch ‘n’ sniff ad in the mail. Thinktank.org said the campaign fitted right in with the brand’s off-the-wall advertising, describing it as “clever and amusing.”

1. Domino’s – Pizza-Scented DVDs


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Domino’s Pizza Brazil may have orchestrated the most innovative “smell-o-vision” marketing campaign yet when it teamed up with ten São Paulo and Rio de Janeiro movie rental stores to bring the smell of fresh pizza to home movie fans. Select DVDs were covered with deceptive thermal ink which, after reacting to heat generated by the DVD players, released the smell of delicious, freshly made hot pizza – or more specifically, pepperoni and melting cheese.

As an added bonus, when the disc was ejected after the movie ended, the DVD looked like a mini Domino’s pizza. The discs also displayed Domino’s phone number and the text, “Did you enjoy this movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

Domino’s purposely chose popular films such as Skyfall, The Dark Knight Rises and Argo for the campaign, which was created in collaboration with the São Paulo-based arm of advertising agency Artplan and took place in 2013. Interestingly, although Netflix and other streaming services have marked the demise of traditional rental stores in the US, the Brazilian DVD market is still flourishing owing to a lack of fast Internet. Arguably, this demonstrates the vital importance of knowing your audience when launching an innovative marketing campaign.

10 Most Innovative Movie Marketing Campaigns


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Marketing is an ever-growing field, and one that provides a great deal of room for creativity, innovation and exciting campaigns – not least when it comes to film promotion. Good marketing strategies can guarantee a movie’s success and thrust low-budget films into an unexpected spotlight.

These 10 campaigns used a wide range of techniques to bring their movies to the forefront of public consciousness. Methods included parody trailers, elaborate treasure hunts, and even talks from the future – but see for yourself.

Going beyond the use of simple marketing materials, successful promotions can invite viewers into an alternate reality, extend the entertainment factor of the movie, and ultimately entice audiences to the theater. In short, marketing campaigns are a crucial part of any movie production, and they can ensure that the opening weekend of a film makes it a smash hit rather than a box office flop.

10. The Muppets


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2011’s The Muppets faced a unique challenge, as it had been 12 years since the fuzzy characters had appeared on the big screen. Although the Muppets are still held in high regard, some wondered whether they could make the transition and be appreciated by today’s audience. However, the funny puppets did just that, and the film’s success might well have been partly down to a marketing campaign that made them relevant and even hip.

The viral marketing crusade included a massive Facebook Fan-A-Thon, as well as lots of hilarious trailers and posters parodying movies that were due to hit the box office at around the same time. Among the spoofs were Breaking Prawn and The Pig with the Froggy Tattoo. The film’s stars also showed up on Google+ Hangouts, and the movie had a presence on Twitter, Google+ and mobile apps, too.

These smart tactics made people aware of the upcoming movie and caught the attention of millions. The Muppets made well over $29 million on its opening weekend in the US, second only to The Twilight Saga: Breaking Dawn – Part 1 over the same Thanksgiving time-frame.

9. The Dark Knight


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The Muppets clearly had a handle on the social media side of cyberspace, but The Dark Knight’s promotional run also utilized the power of the Internet – and then some. Despite the movie not hitting box offices until July 2008, the marketing campaign was launched as early as spring 2007. The drive included multiple websites – notably IBelieveInHarveyDentToo.com and WhySoSerious.com – designed to make the world of Gotham City come alive.

Back in the physical realm, fans could get involved in an alternate-reality game that eventually led the curious to local bakeries. Those who arrived first received a cake decorated with a phone number; and upon calling the number, they were recruited into the Joker’s army.

Other elements of the campaign included a major push at Comic-Con 2007 that gave convention-goers the chance to vote for Harvey Dent (at the same time as real-life Presidential Primaries were running), plus balloons containing secret missives, sneak peek pictures of the Joker at his deranged best, and T-shirt giveaways. The movie itself made over $1 billion globally.

8. Inception


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2010’s Inception was an unusual movie because it was hard to explain in simple terms. The story itself was original and mysterious, but this, combined with the fact that the film wasn’t part of a franchise, made it somewhat problematic to market.

Even so, the viral campaign actually capitalized on the film’s elements of secrecy and complexity. “Your mind is the scene of the crime” was its tagline, and a website titled as such was launched. The site featured a maze game that people could solve to unlock posters plus other bits and pieces about the movie.

Verizon released a “Protect Your Dreams” app, Wired featured a Dream-Share manual, and a clip was “leaked” that showed director Christopher Nolan talking with dream experts. A Facebook presence also drew attention to the movie and caught people up in the action. Inception ultimately took over $62 million in its opening weekend and pulled in $800 million worldwide overall.

7. Cloverfield


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Cloverfield also used elements of mystery in its viral campaign prior to hitting the big screen in January 2008. The monster, which is the linchpin of the entire movie, was not shown anywhere before the theatrical release. This generated plenty of curiosity, and people undoubtedly started combing the Internet for clues as to its nature. The promotion team attached their first trailer, without a title, to the then-highly anticipated Transformers movie. Although the film’s name this was eventually revealed, the secrecy garnered lots of hype.

Other clever marketing methods used included Myspace pages, a fictional drink, an imaginary Japanese drilling company, strange websites, and further teaser trailers. In the end, the movie grossed over $170 million worldwide.

6. District 9


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The 2009 movie District 9 was comprehensively marketed online, but what set its campaign apart were its non-Internet elements. Bus stops, benches and vehicles all had signs emblazoned on them warning that they were for “humans only.” The telephone numbers on these signs sent callers through to a fictional company called Multi-National United (MNU).
Meanwhile, four different websites offered clues into the content of the movie, and promotion was also carried out through Facebook and Twitter. Two and a half months after the film’s release, it had grossed almost $211 million. Not bad for a movie with a $30 million budget.

5. Jurassic Park


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Jurassic Park was released in 1993, at a time when the Internet was still a novel and relatively obscure concept. However, the success of its marketing proved that creative promotions could make a movie go viral – even without a huge online presence.

The campaign strategy included contracting scores of companies to promote over 1,000 themed items. These included a McDonald’s meal complete with dino-sized fries and a cheeseburger to satisfy a Tyrannosaurus’s appetite. There were also Dino Eggs and Raptor Bites candies, action figures, toothbrushes, puzzles and more.

Trailers, meanwhile, revealed only peeks of the reptilian creatures, compelling audiences to see the movie. Jurassic Park eventually grossed over $914 million across the globe – an incredible sum, and one that was no doubt boosted by its marketing.

4. Paranormal Activity


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Paranormal Activity was created in 2007 for a mere $15,000 by first-time director Oren Peli. It had a limited release at festivals, but it was so well done that it soon caught the attention of Paramount. The studio bought the movie, altering it slightly – including changing its ending – and then put it out on limited release.

Viewers of Paranormal Activity were encouraged to “Tweet Their Screams,” sharing what they thought of the movie on Twitter – which amounted to predominantly positive responses, with little space in a Tweet for criticism. As news was spreading through word of mouth, Paramount began to use a website called Eventful. The site allowed people to “demand” that the movie be shown in their hometown. Once the film reached one million demands, it was released nationally, on October 16, 2009. It raked in over $193 million in total.

3. Prometheus


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The marketing team behind Ridley Scott’s Prometheus used plenty of innovative ideas to promote the hotly anticipated 2012 production. One of the characters from the movie, Peter Weyland (played by Guy Pearce), conducted a pretend TED talk from the future – the year 2023. First shown at a real-life TED conference, the video tied in to the fictitious Weyland Industries website.

Elsewhere, an advertisement for the David 8 android was featured in The Wall Street Journal, while the robot himself had a Twitter account through which to answer people’s questions. Other devices included a virtual tour of the Prometheus spaceship and the release of further intriguing videos. In France, a Paris Métro ghost station was even decked out in honor of the film, complete with eerie lighting and a huge stone head. The boundaries between fact and fiction were blurred, and Prometheus pulled in $403 million at the box office.

2. The Simpsons Movie


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Promotion for The Simpsons’ 2007 big-screen debut started out with a simple virtual tour of Springfield, but it soon snowballed into a creative, viral campaign. Contests were held among towns named Springfield around the world in order to decide which one would show the premiere. In addition, Homer appeared on The Tonight Show with Jay Leno, Samsung brought out a Simpsons-branded phone, and Ben & Jerry’s concocted a special ice cream called “Duff and D’oh! Nuts.”

However, the campaign’s winning move came when a dozen 7-Eleven stores were turned into Kwik-E-Marts – and they even offered tailored Simpsons merchandise such as Squishees and Buzz Cola. The Simpsons Movie made more than $30 million on its opening day in the US, and it would eventually gross over $527 million worldwide.

1. The Blair Witch Project


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The Blair Witch Project was released in 1999, and its entire strategy was to make people believe that the fictional documentary-style movie was actually a factual account. A website was created to present some of the “evidence” – thus backing up the all-too-real-seeming trailer – and police reports, in-depth back story, legends about the Blair Witch, photos and interviews were all circulated.

Even in the days before social media sites like Twitter and Facebook, the ploy generated masses of hype, and this was further propelled by rumors on online message boards and “official” IMDb profiles for each actor that listed them as dead. The Blair Witch Project went on to garner international success, sweeping in gross earnings of almost $250 million – and this with a budget of just $22,000. It was a ground-breaker in proving just how much mileage a good viral marketing campaign can gain and a true first-of-its-kind.