Poptopia + Pop Dongle

Objective

Pop Secret aimed to revolutionize youth engagement through an innovative mobile marketing campaign that combined digital gaming with cutting-edge sensory technology. In 2013, as branded mobile games gained momentum, the brand sought to create buzz-worthy innovation that would generate significant earned media while also driving a charitable cause. The campaign leveraged experiential advertising to make Pop Secret stand out in a crowded marketplace.

Solution

Poptopia was an iOS game with accessible mechanics: players sent popcorn kernels toward a butler character while avoiding burnt kernels, accumulating points that translated to educational donations through Labels for Education program. The game's centerpiece was Pop Dongle, a hardware accessory that connected to the smartphone's audio jack and contained scent cartridges; successful in-game actions triggered the device to emit fresh buttered popcorn aroma, creating a multi-sensory reward loop. The innovation required collaboration between Deeplocal (hardware design and fabrication), UNIT9 (project development), and Deutsch LA (iOS application), positioning the campaign as a technically bold experiment in mobile entertainment.

Results

The campaign generated press coverage in Slate and received recognition as FWA Mobile of the Day for innovation in mobile gaming.