Saturday, July 26, 2008

What's That Smell in the Movie Theater? It's an Ad

What's That Smell in the Movie Theater? It's an Ad - Advertising Age - News: "Popcorn, and perhaps body odor, are the scents usually associated with a trip to the movies. But in a European cinema, you might just smell bread, chocolate or whatever else an advertiser wants you to.
Cinescent first tested the technology for Beiersdorf's Nivea, and exit polls showed a 515% rise in recall for the Nivea ad compared with moviegoers who saw the spot without the scent.

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."

Cinescent first tested the technology for Beiersdorf's Nivea, and exit polls showed a 515% rise in recall for the Nivea ad compared with moviegoers who saw the spot without the scent.


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