DirecTV’s been doing an ad campaign featuring scratch-n-sniff rubber scent. The ads, promoting DirecTV’s NASCAR channel, have been distributed as standalone mailers and as 4-page inserts in various magazines, including Sports Illustrated, ESPN The Magazine and NASCAR Scene. Reviews of the campaign are mixed. According to one blogger, it smells like the soft drink aisle of a Kroger supermarket (I don’t know whether or not he was aware that Kroger uses a scenting system from ScentAndrea) . MediaCreativity’s editor was overwhelmed with the scent of rubber long before scratching the little box. Read more at MediaCreativity
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