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Digital CPG Roll
SCENTED BANNER NATURA KAIAK from Black Mamba on Vimeo.
There are a lot of initiatives in the social media world, but not a lot of them catch attention like this one. Digital Buzz Blog reports:
Created by TBWA Brazil for a the re-launch of a men’s fragrance, the agency created a scented web banner that was… real.
To make the idea come to life, they sponsored 15 lan houses across Brazil and installed a small scent strip distributor on the back of each screen so when people click the special Kaiak banner, it instantly delivers a real life sample into the hands of the banner clicker!
The results show a massive 17.2% click through rate which is 43x the global average.
Great ROI, not to mention that the above video has been played more than 40,000 times increasing word of mouth for the brand. Not surprising. Wouldn’t you feel compelled to click on a scented web banner?