The folks behind the New Jersey State Fair (June 22-July 9) are hoping a series of truck-mounted billboards emitting the sweet scent of cotton candy will entice north Jersey residents to pay a visit to the state’s annual gathering.
The boards, which are mounted on two trucks and cost approximately $15,000, use fabric saturated with the scent. No actual scratching and sniffing is necessary.
It’s not the first time billboards have toyed with nose-appeal. In 2010, a North Carolina grocery store made headlines with a board that emitted the scent of grilled steak. The board drew complaints from vegetarians, and an animal rights group announced a plan to erect an opposing billboard, but the uprising was quashed when 99 percent of North Carolinians came to their senses and realized that grilled steak smells way better than steamed broccoli.
MARKETING LESSON: Outdoor advertising is an overwhelmingly visual medium, but sight is only one of five senses at your disposal. Will a “taste-able” billboard be next?