We have used this blog as a repository for the latest news on WrapMail, as well as for news and information on new types of advertising, marketing tactics and thoughts on product and brand positioning. Specifically, I wrote about new types of advertising here and here. And now, yet a third. Sort of. Advertising in movie theaters is not new, but adding an olfactory element to it is. Most people know, that the olfactory sense has the greatest tie to memory, so it makes perfect sense to play on that sense.
According to AdAge,
“a company called Cinescent is giving marketers the chance to pump out the scent of their brands in German theaters, where it first tested the technology for Beiersdorf’s Nivea. For the test, a specially made 60-second spot showed a typical sunny beach scene, with people lying around on deck chairs or sunbathing on towels while waves crashed and seagulls cried in the background. As people wondered what the ad was for, the scent of Nivea sun cream permeated the cinema, and a Nivea logo appeared on screen along with the words “Nivea. The scent of summer.” The results were significant: Cinema exit polls showed a 515% rise in recall for the Nivea ad compared with moviegoers who saw the spot without the scent. The same ad, when combined with only a subliminal whiff of scent, scored a 25% lift.”
Pretty amazing and cool. Not so much the results, but the fact that they were able to pull it off. This is another example of consumers being “hit” with a new type of advertising and seemingly this trend is not going away as traditional advertising tactics are not delivering the results they once did. WrapMail is no exception. Now, if I could just get our programmers to figure out how to add scented emails…
Dave Kustin – CMO, WrapMail