Kia took a unique route at advertising its Stinger car model last year with the special 'Stinger Text Drive' campaign. The automotive brand worked alongside media agency Innocean to launch a print ad that is custom made to be more interactive with its readers. The immersive campaign features a fictional speeding ticket alongside a special print to connect to readers' senses.
There is the incorporation of a scratch-and-sniff feature that is printed along the smokey ties -- when scratched, it evokes the scent of scorched tires to bring a closer illusion to the actual product. Notably, the interactive magazine functions similar to a GT, featuring eight chapters. Some components in addition to the scent element include peeling a sticker to reveal the car, drifting prints by hand, and more sensory experiences with stickers to smell the interiors.
Scratch-and-Sniff Automotive Campaigns
Kia's Stinger Text Drive Campaign was Created by Innocean
Trend Themes
1. Interactive Print Advertising - Incorporate interactive and sensory features to print ads to engage readers in unique ways.
2. Multi-sensory Marketing - Utilize diverse sensory experiences to create immersive brand campaigns and strengthen brand-consumer relationships.
3. Fictional Storytelling - Use fictional scenarios and narratives to creatively highlight product features and deepen the connection between consumers and brands.
Industry Implications
1. Automotive - Create immersive print ads that bring car models to life and engage readers through multi-sensory experiences.
2. Marketing and Advertising - Develop innovative and engaging campaigns that utilize interactive print ads and multi-sensory experiences to connect with consumers.
3. Media and Entertainment - Explore the potential of fictional storytelling and sensory-driven experiences in interactive print media to enhance reader engagement and retention.