# Scratch-and-Sniff Automotive Campaigns Kia's Stinger Text Drive Campaign was Created by Innocean By Amy Duong | Published 2019-02-14 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/stinger-text-drive References: [adweek](https://www.adweek.com/agencies/kias-text-drive-is-an-interactive-book-that-lets-you-feel-and-smell-the-stinger-driving-experience/) & [adsoftheworld](https://www.adsoftheworld.com/media/direct/kia_stinger_text_drive) [Kia](https://www.trendhunter.com/trends/kia-squares) 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](https://www.trendhunter.com/trends/where-have-you-been) 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](https://www.trendhunter.com/trends/uhlenhaut), 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. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 18% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Print Advertising:** Incorporate interactive and sensory features to print ads to engage readers in unique ways. - **Multi-sensory Marketing:** Utilize diverse sensory experiences to create immersive brand campaigns and strengthen brand-consumer relationships. - **Fictional Storytelling:** Use fictional scenarios and narratives to creatively highlight product features and deepen the connection between consumers and brands. ### Sectors Adopting This - **Automotive:** Create immersive print ads that bring car models to life and engage readers through multi-sensory experiences. - **Marketing and Advertising:** Develop innovative and engaging campaigns that utilize interactive print ads and multi-sensory experiences to connect with consumers. - **Media and Entertainment:** Explore the potential of fictional storytelling and sensory-driven experiences in interactive print media to enhance reader engagement and retention. ## Related on Trend Hunter - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Mango-Scented Newspaper Ads](https://www.trendhunter.com/trends/swiggy-instamart.md) - [Automotive Brand Racing Perfumes](https://www.trendhunter.com/trends/nissan-smell-my-dust.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Sneaker Tag-Inspired Car Keys](https://www.trendhunter.com/trends/kicks-key.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Second-Screen Vehicle Sweepstakes](https://www.trendhunter.com/trends/kia-squares.md)