multisensory bus shelter ad smells of baked potatoes
original content
feb 07, 2012
multisensory bus shelter ad smells of baked potatoes

the ‘mccain ready baked jackets’ ad campaign brings scent and touch interactivity to bus shelters throughout the UK



with a heating potato and the scent of baking food, the ‘mccain ready baked jackets’ outdoor campaign
brings an interactive, multisensory display to bus shelters throughout the UK. the campaign was developed
by JCDecaux, hyperspace at posterscope, and BMB creative for the release of the potato company’s
oven-ready baked potatoes.


ten installations each mount a 2-foot high, fiberglass potato sculpture within a fullsize poster in the shelters.
when users press a button on a poster, a heating component warms the image of the potato while simultaneously
releasing the aroma of baked potatoes throughout the space. the device also dispenses discount coupons
for the ‘ready baked jackets’.


mccain worked for over three months with a specialist scent lab to accurately match the smell
of their ‘mccain ready baked jackets in the oven.



closer view of the interactive fiberglass potato poster


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