The chain is using ‘Flavor Radio’ to boost sales by releasing the scent of  coffee when its jingle is played

Remember Smell-O-Vision, an idea that could have been great but just wasn’t? Dunkin’ Donuts has harnessed this idea and is now using it in Seoul, South Korea, in order to increase coffee sales, reports BostInno.   The technology is called “Flavor Radio,” and has been installed on buses, programmed to release the smell of Dunkin’ Donuts coffee whenever their radio jingles are played. More than 350,000 commuters ride these buses each day, and Dunkin’ Donuts is encouraging them to buy its coffee in a whole new way.

Jessica Gioglio, public relations and social media manager for Dunkin’ Donuts, told BostInno that the campaign “was designed to raise awareness of Dunkin’ Donuts coffee in a fun and engaging way. In Seoul and South Korea, there is a lot of passion for Dunkin’ Donuts, so this offered an opportunity to try something unique and different.”

Read more: The Daily Meal