New Scent of Newspapers

This is an update on USAToday's new approach to gain back lost customers by using scented paper. On Monday, April 2nd, a joint promotional effort was waiting outside guests door at the Omni luxury hotels. The USAToday newspaper has joined forces with Starbucks to create blackberry and/or lemongrass scented advertisement. The guests at the hotel will find their free copy of the newspaper with a scented sticker on the front page. The smell will suggest that the reader start there day with a fresh cup of Starbucks and a berry or another type of muffin.
USAToday will be the first to offer scented advertisements and I guess we will have to see how the results turn out. The promotion, which will be tested for about 6 months, seems somewhat easy to rate the success. Because the stickers will only be placed on the newspapers in the Omni hotels, Starbucks in those surrounding area will be able to see sales in coffee and muffins rise or stay the same.
Other newspapers like the Wall Street Journal has also been looking into scented advertisements. Other campaigns such as Got Milk? has even been using scent to stand out of the clutter. What's next? A scented computer?