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BizReport : Mobile Marketing : December 11, 2013

Olfactory device for mobile phones not to be sniffed at

The world's first mobile game that involves not just the eyes, ears and thumbs has been launched. Popcorn brand Pop Secret Popcorn invite you to play with your nose, too.

by Helen Leggatt

A unique experience in the form of an iPhone accessory is currently attracting bids on eBay. Called the Pop Dongle, it plugs into the headphone jack of an iPhone or iPod Touch. It is used with the incredibly simple, free game (via iTunes) in which the players shoots popped kernels into "The Almighty Mouth God". The more kernels that land in the mouth, the more of the popcorn scent is spritzed from the dongle.

The Pop Secret Popcorn video ad doing the rounds tells us, "It's time you let your nose have as much fun as your eyes, ears and thumbs do when playing mobile games."

Developed by Pop Secret Popcorn and their ad agency Deutsch Los Angeles, the dongle gaming accessory is the first of its kind. It is currently only available via eBay, and having started at $50, bidding is now in excess of $152, with 100% of the proceeds going to the American Red Cross. There are just 2 days left of bidding to go, with the auction ending on 13 December.

The idea of a fragrant dongle is not new. Scentee produce an 'olfactory device' that is driven by apps. Apps include scented notifications for emails and Facebook Likes. Even Timer scents are available that work with your phone clock alarm to ease you into the day with a favorite aroma. The scent range runs from florals to coffee and there are rumors there may even be a bacon scent coming in the near future.

Brands can get creative with scented dongles - how about a real leather smell for boots and shoes, or a whiff of ozone and sun lotion for holiday brands?

Image via Shutterstock

Tags: dongle, iPhone, mobile apps

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