To take the fun of Pop Secret beyond snacking on your couch, we created the first smellable mobile gaming experience. The more you play Poptopia, an iOS game in which players pop popcorn kernels to feed the big mouth in the sky, the more the Pop Dongle emits a freshly popped popcorn scent. As part of Pop Secret Labs, a series of digital experiments aimed at enhancing entertainment, Poptopia and The Pop Dongle stand out in a category lacking differentiation.

Launch the campaign
Published
February 2014
Topics

The Story

To take the fun of Pop Secret beyond snacking on your couch, we created the first smellable mobile gaming experience. The more you play Poptopia, an iOS game in which players pop popcorn kernels to feed the big mouth in the sky, the more the Pop Dongle emits a freshly popped popcorn scent. As part of Pop Secret Labs, a series of digital experiments aimed at enhancing entertainment, Poptopia and The Pop Dongle stand out in a category lacking differentiation.

There are tons of video games out there but there wasn’t a smellable mobile game—until now. With only a small media budget, we let the iOS app do the heavy lifting through earned media and some support from a landing page, video and digital media.

The Technology

The Results

Poptopia and The Pop Dongle were featured on Yahoo!, The Huffington Post, USA Today, PSFK and Creativity. Total earned media was valued at $4,318,844.41, paid media Poptopia video views came in at 250,063, total paid media installs hit 100,248 and added value equalled $13,600.

431

Million earned impressions

132,000

People who downloaded the app to pop kernels

434,000

Total minutes played

Launch Date Sept. 3, 2013