Send them something that stinks. Sprint sent students a scratch-n-sniff journal to show that Spring Break memories are really better remembered with a cool camera phone than just your nose. The creative concept taps into the rising popularity of blogs/journals among students and provides a fresh approach to selling the benefits of camera phones.Students are constantly bombarded with visual and aural messages – we decided to break through the noise by appealing to their sense of smell.The unconventional nature of this mailing also helped maximise reach as it was scratched, sniffed, and passed around the dorm.

Preliminary results show that this mailing, in just a couple of weeks, helped sell over 3,600 camera phones.