By Sari Bernfield
Just when we thought that advertising could not get any more creative, Pop Secret and Deutsch have outdone themselves. They have created a dongle that attaches to the iPhone and iPod touch, while one is playing with the Poptopia app it emits the intoxicating smell of popcorn.
This app is not only mentally stimulating, it appeals to all five senses: sight, hearing, taste, touch and smell. This is truly how to engage a consumer when they are interacting with a brand. Also, Pop Secret knew that the best part of their product is the scent. Everyone loves the smell of popcorn, eating it is an experience.
Think about walking into your house and you smell something incredible coming from the kitchen. That is the most desirable feeling. You can hear the kernels popping one by one and you get so excited waiting to enjoy a large bowl of salty goodness.
People go to the movie theater for the incredible sweet and salty smell. People can no longer watch movies or TV without thinking about eating popcorn. Now that consumers can play an app revolving around popcorn and the smell of popcorn, it will completely make Pop Secret stand out from the cluttered market.
This was a genius human truth that Deutsch recognized because popcorn is about the scent just as much as the taste. Smell is crucial when advertising a food product. If something does not smell incredible, the taste will not be nearly as good. This dongle will change advertising forever. As technology continues to develop, advertising will be able to use smell to their advantage to increase brand engagement.