Scratch-and-Sniff Billboards Make a Nostalgic Return in NYC, Engaging Consumers

What's Happening?

Scratch-and-sniff billboards have re-emerged in New York City, offering an interactive advertising experience. Brands like Billie, NYX-owned Smushy, and Rare Beauty have utilized this nostalgic marketing strategy to promote products such as body-care scents and fragrances. The billboards feature adhesive patches infused with raw scents, allowing pedestrians to engage with the ads by scratching and sniffing. Pearl Media, the firm behind these installations, emphasizes the novelty and engagement factor of this advertising method, which requires regular maintenance to ensure consistent scent delivery.

Why It's Important?

The revival of scratch-and-sniff billboards signifies a shift towards more interactive and sensory-driven advertising strategies. This approach taps into consumer nostalgia, potentially increasing brand engagement and recall. By offering a unique experience, brands can differentiate themselves in a crowded advertising landscape, appealing particularly to younger demographics who value experiential marketing. The success of these billboards may encourage other companies to explore innovative advertising techniques that leverage sensory experiences to capture consumer attention.