Stimulate Your Senses with Gardeners’ World Scratch-and-Sniff Scent
Shiori Mine — May 29, 2012 — Marketing
References: gardenersworld & psfk
While some publishers are engaging consumers with augmented reality, the June Gardeners' World scratch-and-sniff scent issue is a more down-to-earth experience. The magazine has been infused with floral notes to capture readers with the topic of scent.
The June edition comes with four blossoming fragrances -- one on the cover and three on inserts -- that release a floral aroma when rubbed. The scents include a relaxing spring lavender, a pungent tomato leaf and a peculiar mystery bouquet. Readers are invited to guess the origin of the secret aroma and also take an online survey about seasonal fragrances.
The clever marketing and interactive print campaign was conceptualized by the team at Immediate Media Co. Invigorate your senses with the delicate aromas brewing up in the Gardeners' World scratch-and-sniff scent issue.
The June edition comes with four blossoming fragrances -- one on the cover and three on inserts -- that release a floral aroma when rubbed. The scents include a relaxing spring lavender, a pungent tomato leaf and a peculiar mystery bouquet. Readers are invited to guess the origin of the secret aroma and also take an online survey about seasonal fragrances.
The clever marketing and interactive print campaign was conceptualized by the team at Immediate Media Co. Invigorate your senses with the delicate aromas brewing up in the Gardeners' World scratch-and-sniff scent issue.
Trend Themes
1. Scratch-and-sniff Marketing - Magazines are using scratch-and-sniff technology to offer consumers a more engaging, sensory experience.
2. Scented Campaigns - Marketers are using fragrance to capitalize on consumers' desire for multi-sensory experiences.
3. Interactive Print - Publishers are finding new ways to make print media more interactive and engaging for readers.
Industry Implications
1. Publishing - Publishers are using scratch-and-sniff scents to maintain reader engagement in print media.
2. Advertising - Advertisers are incorporating fragrance into campaigns as a way to appeal to consumers' senses and emotions.
3. Retail - Retailers are using scratch-and-sniff marketing to entice customers to try products and increase sales.
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