Sure, people have made video games. But nobody’s made a smellable mobile game before. So, we challenged ourselves to not only make an awesome game, but also to develop a first-of-its-kind tech accessory that plugged into their smartphone. The Pop Dongle rewards gamers with the delicious scent of freshly popped popcorn based on their performance.

Our goal was to create 28MM estimated impressions. So we sent prototypes to the press, which led to pick-up in a bunch of national pubs. Then, we promoted the game and dongle with a video trailer and a full-blown digital media campaign.

Our original count came to about 28.2 million estimated impressions in a busy, crowded holiday season where popcorn is typically irrelevant. But, the Pop Dongle received a lot of national buzz, with nearly 500 media hits including prominent coverage in outlets like TIME, Yahoo!, USA Today, Huffington Post and AP. The end result? 441 million total combined media impressions and over 130,000 total app downloads.

For our media campaign, this delivered a 47% lift in brand awareness and more than 80k brand engagements.