Scratch n' sniff was my first experience with interactive print advertising, and the only type used in magazines (at least that I can remember) in the 70s. I SO wish I had any examples to show you (hello, Ebay!) that are non-perfume related, but speaking of those - regardless of whether you love or hate the fragrance, you remember it, don't you? Then it worked.
This particular ad for Mio Liquid Water Enhancer (read: liquid Kool-Aid) was included in my Entertainment Weekly last week - I immediately removed it because it's so bulky and I'm not fond of bulky paper interfering with my reading experience (hey, if you read as many magazines as I do, you discover what you like and what you don't).
GENIUS! The advertiser WANTED me to remove the ad! It says right on the page: "Drop this ad in water and watch your whole world change."
Let's do it! As I'm writing this, I haven't done it yet. I'm filling up the sink right now.......
In it goes! I can see it turning color immediately....
Voila! The end result!
Regardless of how I feel about the product (I have tried it: Mel's product review? Meh.), that was fun! And it got me to do EXACTLY what they wanted - I'm talking about the product! I'm writing about the product, for all of you to read, and they didn't have to pay me a dime. What has two thumbs and feels like a schmuck? This lady (yes, I'm pointing at myself right now).
In our Internet-fueled world, I think we're going to be seeing a lot more of this type of print advertising - here are some great examples from the past 5 years. And 30 years from now, you'll see this unspoiled ad for sale on Ebay for 10 bucks. I'm on the fence about keeping this now-spent ad in my Perpetual Ephemera Depository, but it was fun while it lasted.
Speaking of having fun while it lasts - you have 8 hours and 20 minutes as of this writing to get your name in the "500 Giveaway" contest!!! Sign up here - it's such an amazing prize pack! I don't know how we'll ever top this, so get in on it while you can! I'll be drawing the name tonight at 5 p.m. CST - best of luck to all!