Old Spice Scratch 'N Sniff Banner Ad is a World's First
Tia Clarke — April 23, 2013 — Marketing
References: oldspicescratchnsniff & designtaxi
The Old Spice Scratch 'N Sniff banner ad is certainly a first. The humorous online advertisement by the classic men's healthcare range promises web surfers a chance to 'smell the Internet.' With an offer like that, who could refuse?
Old Spice created this ingenious advertisement in collaboration with creative design agency Wieden + Kennedy to launch its new Wolfthorn line. Of course, the banner doesn't actually allow you to "smell the Internet," but this ad is a super-savvy marketing device. After sparking the curiosity of their customers, Old Spice ask visitors to fill out their contact details, so that they can mail them the sniffable banner.
After making its debut on satirical news website 'The Onion,' this Old Spice ad has piqued the interest of the public, who are curious to try out something new.
Old Spice created this ingenious advertisement in collaboration with creative design agency Wieden + Kennedy to launch its new Wolfthorn line. Of course, the banner doesn't actually allow you to "smell the Internet," but this ad is a super-savvy marketing device. After sparking the curiosity of their customers, Old Spice ask visitors to fill out their contact details, so that they can mail them the sniffable banner.
After making its debut on satirical news website 'The Onion,' this Old Spice ad has piqued the interest of the public, who are curious to try out something new.
Trend Themes
1. Digitally Enhanced Sensory Experience - Companies can use technology to enhance traditional sensory experiences (such as smell) in their advertisements to capture the interest and engagement of their target audience.
2. Interactive Advertising - Interactive advertising campaigns incorporating scratch and sniff technology can provide a more immersive, engaging brand experience to potential customers.
3. Data Collection for Personalized Marketing - Through offering a scratch and sniff experience, companies can collect consumer data for personalized marketing campaigns in the future.
Industry Implications
1. Advertising - Incorporating interactive elements like scratch and sniff technology can allow advertisements to stand out and potentially lead to higher engagement and conversion rates.
2. Fragrance - Fragrance companies can explore the use of scratch and sniff technology as a way to showcase the scent of their products online and entice potential customers to make a purchase.
3. Technology - Technology companies can develop and market scratch and sniff technology for use in advertisements, providing a unique and novel way for brands to engage with consumers.
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