Eye combines signage with scent for film promotion
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By News Desk
28 September 2011
Eye's Eyelites also emit the smell of popcorn for the campaign
Media agency Eye has revealed a new advertising campaign for the Village Roadshow film Spy Kids: All the Time in the World, which aims to entice audiences by pairing Eye's Eyelite digital signage solutions with the scent of freshly popped popcorn.
The scent-dispensing Eyelites are installed in major shopping centres located in the Australian cities of Melbourne and Sydney. The agency says that Village Roadshow is the first advertiser to use the aroma sites.
The campaign is one of two ambient campaigns launched in Australia by Eye recently, the other being for Burberry. "It's exciting to see some of our premium advertisers use innovative techniques to really bring their out-of-home campaigns to life," comments Leonie Collins, general manager of marketing for Eye.
Spy Kids: All the Time in the World is the fourth film in the Spy Kids series and is being shown in 4D – 3D visuals plus 'Aroma-Scope'.
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