Remember those iconic magazine perfume peel-offs? Now, it’s time to stop and smell the billboards.
Pearl Media, the OOH media company, harnessed the nostalgia of scratch ‘n sniff and added interactivity and excitement to street-level billboards across NYC.
This month, Selena Gomez fans got a whiff from 3 NYC billboards that introduced the first fragrance of her beauty line, Rare Beauty, and were encouraged to scan a QR code to order a free sample. An announcement video got over six million views on Instagram.
See it in action below video↓↓
Pearl worked alongside MilkMoney to bring the campaign to life.
More brands jumped on this scratch ‘n sniff trend this summer. For Billie deodorant (Scratch ‘n Sniff the Pit), Pearl worked with Quan Media Group. For Ulta’s NYX Smushy lip gloss, they coordinated with Outdoor Media Group.
Pearl made the improbable happen through their extensive inventory of street-level billboards in NYC, combined with their ingenuity and technical expertise.
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Some cool boards!