i am the first person to endorse the idea of scent-infused advertising, especially for perfumes. (i am pretty much obsessed with perfumes and other pleasant aromas.) according to an article i read on ad age, they are actually testing these kinds of ads in cinemas here in germany."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.
As people wondered what the ad was for, the scent of Nivea sun cream permeated the cinema, and a Nivea logo appeared on screen along with the words "Nivea. The scent of summer."
the company responsible for this new technology is called Cinescent and exit polls of the test groups for the nivea ads had a 515% rise in recall compared to moviegoers who saw the spot sans scent. that makes sense, considering scent is like the strongest sense tied to memory.
this could even work for movies in general too. we have visual and sound effects so why not have scent effects?
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