Can You Smell What 'Dunkin' Donuts Flavor Radio' is Cooking?
Senduran Bhakthakumaran — March 31, 2012 — Marketing
References: adverblog & adsoftheworld
When thinking of bus ads, one will only picture random splurges of paint on the sides of the buses or a spam of posters across the interiors, but it seems Dunkin' Donuts has done something new (for once) by implementing the 'Dunkin' Donuts Flavor Radio' campaign.
Buses in Seoul, Korea were installed with coffee aroma atomizers and would spray some coffee scents at commuters every time the Dunkin' Donuts radio commercial would play. A form of legal conditioning by which, hopefully, the senses can be effected each time that the ad is heard. Perhaps when listening to the ad at home, commuters would remember the scent and feel a longing for it and grab a coffee from the nearest Dunkin' Donuts. Regardless, the creativity and innovative thinking behind the Dunkin' Donuts Flavor Radio campaign is surely worthy of purchase of coffee.
Buses in Seoul, Korea were installed with coffee aroma atomizers and would spray some coffee scents at commuters every time the Dunkin' Donuts radio commercial would play. A form of legal conditioning by which, hopefully, the senses can be effected each time that the ad is heard. Perhaps when listening to the ad at home, commuters would remember the scent and feel a longing for it and grab a coffee from the nearest Dunkin' Donuts. Regardless, the creativity and innovative thinking behind the Dunkin' Donuts Flavor Radio campaign is surely worthy of purchase of coffee.
Trend Themes
1. Scent Marketing - Integrating scents into advertising campaigns to create sensory associations and trigger consumer behavior.
2. Multisensory Advertising - Using multiple senses, such as smell and sound, to enhance the impact of advertising messages.
3. Experiential Marketing - Creating immersive experiences that engage consumers on a sensory level and create lasting brand impressions.
Industry Implications
1. Advertising - Opportunity for advertising agencies to explore innovative ways to engage consumers and differentiate brands.
2. Food and Beverage - Potential for food and beverage companies to leverage scent marketing and multisensory advertising to enhance product experiences and drive sales.
3. Public Transportation - Possibility for public transportation companies to monetize their platforms by offering innovative advertising solutions such as scent-transmitting buses.
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