Visual branding powerfully shapes perception, yet sensory marketing can eclipse its influence, particularly through scent that evokes emotions and triggers vivid memories—and McDonald’s did just that with its scented billboard.
The global fast food brand known for its golden arches set up a minimalist, unbranded billboard that diffused the aroma of its fries. The series of blank red and yellow billboards contained a hidden compartment for storing fries and an internal heat and ventilation system made it possible to intensify the scent of the best-selling menu item and waft it in the direction of passersby.
All of the billboards were set up within 200 meters of a McDonald’s so that cravings sparked by the scented billboards could be satisfied.