How it works?
Standard digital banner invites visitors to click and sniff it. Once clicked, the banner takes the user to a page with a form, which needs to be filled with a physical postal address and submitted. The user then receives a direct mail by post with some more details and, so called, smell of the banner.
So … you cannot immediately smell the banner and it will probably take a while before you get the mail by post. But the whole concept nicely ties together and in fact, does allow the brand to save quite a lot of money by only sending samples to the interested audience. Additionally, first movers advantage undoubtedly created a lot of buzz across the Internet adding some extra innovation points to the brand’s image and after all, Old Spice may not be so ‘old’ when it comes to integrated advertising.