United International Pictures has teamed up with Concord and the
Media Edge to promote its new release, American Pie, with millions of
scented bus tickets.
Buses all over the UK will be issuing a total of 6.75 million tickets
that not only carry the American Pie motif but smell of apple pie.
Concord’s account director Justin Bannerman-Lloyd said the idea was a
testament to the success of a recent showcase for advertisers. ’We
wanted to show the innovative things we could do,’ he said. ’So we ran
an exhibition at the English Speaking Society. UIP saw the work by bus
ticket contractor TPL and the idea was sold.
’It is a good value way of targeting a sizeable audience, especially 15-
to 24-year-olds.’ The total cost of the campaign was just pounds
30,000.
American Pie went on general release on 8 October.
