View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
April 30, 1997updated 05 Sep 2016 12:45pm

SOUNDS FISHY

By CBR Staff Writer

Despite the impossibility of the task, khaki-clothing champion Gap, Inc has decided to promote its range of fragrances over the wire. The internet can cater for most forms of conventional marketing, but it can’t yet cope with scratch-n-sniff, so the enterprising folks at Gap have worked on a lateral approach. If it were possible to actually send scent through the computer, we would, says Michael McCadden, Gap Senior Vice President of Marketing. Since it’s not, we decided instead to share with customers our interpretation of what GapScents would sound like. When users click on fragrance icons in the online ads, they will activate a different .WAV audio file for each scent. The noisy/smelly ads will appear in the Digital City online service – part of America Online – in the run-up to Mother’s Day. It all sounds pretty fishy to us.

Content from our partners
Green for go: Transforming trade in the UK
Manufacturers are switching to personalised customer experience amid fierce competition
How many ends in end-to-end service orchestration?

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.
THANK YOU