I love it when beauty brands do inventive things, and think the Kate Spade promo of their new scent ‘Twirl’ is very clever. They’ve created a GIANT Aroma Wall on a Japanese subway station which is basically a huge peel and sniff wall full of perfume sample cards (like those you find in mags). People can walk pass, apply the scent and it’s a clever way of getting their scent out to the public- way more effective than a static ad, as people like to try the scent, not just ‘buy into’ the brand. There’s also a QR codes on the back of the cards which let you enter competitions to win stuff!
I hope we see more ingenuous stuff like this- and fingers crossed the UK will see this type of promotion happening soon.