NBC found a new way to get viewers to interact with its shows—to smell along with the characters.

The network teamed up with TV Guide to insert more than 3.2 million scent cards in the magazine driving viewers to tune in to last night’s episode of “My Name is Earl”.

During the show, NBC prompted fans via on-air graphics to rub one of six numbered boxes on TV Guide’s Laugh ‘n Sniff scent card. Each released an aroma tying in to the show’s storyline. Six aromas were featured, including laundry detergent, Oreo cookies, cinnamon bons, popcorn, a new car smell and cologne. Oreo was the exclusive sponsor of the scent cards.

The scents were chosen from about 30 concepts that ranged from food products to a stale hotel room and smelly feet. But in the end, TV Guide selected more appealing aromas.

“We didn’t want to gross people out,” said Mindy Nathanson, vice president/associate publisher, marketing of TV Guide.

It was the first Laugh ‘n Sniff episode for the comedy show.

The goal behind the promotion was twofold—to drive sales of TV Guide and tune-in to the show. Greg Garcia, “My Name is Earl” executive producer, borrowed the idea from the 1981 film, “Polyester,” which featured an odorama card in the movie and approached the magazine.

“Having an overall sensory experience with the show involves you in a whole other level to experience what characters are experiencing,” Nathanson said.

The scent card was available in the April 30 issue. To hype up the promotion, copies of TV Guide were handed out to guests at “The Tonight Show” and sent to NBC affiliates. TV spots, online ads and print ads also support the campaign.

The effort marks the first time TV Guide has added scent cards to its publication, Nathanson said. Last year, the magazine ran a promotion offering 3-D glasses that tied in with the NBC show “Medium.”

Oreo has extended its sponsorship with an online sweepstakes on a TVGuide.com microsite. One grand-prize winner will receive a flat screen TV, $100 worth of Oreo products, a one-year subscription to TV Guide and the “My Name is Earl” season one DVD.

Nine first-prize winners receive $50 in Oreo products and a TV Guide subscription and DVD set of the show. The sweepstakes runs through May 10.

Ventura Associates handles the Web site and sweepstakes and Scentisphere handles the scent development.

NBC found a new way to get viewers to interact with its shows—to smell along with the characters.

The network teamed up with TV Guide to insert more than 3.2 million scent cards in the magazine driving viewers to tune in to last night’s episode of “My Name is Earl”.

During the show, NBC prompted fans via on-air graphics to rub one of six numbered boxes on TV Guide’s Laugh ‘n Sniff scent card. Each released an aroma tying in to the show’s storyline. Six aromas were featured, including laundry detergent, Oreo cookies, cinnamon bons, popcorn, a new car smell and cologne. Oreo was the exclusive sponsor of the scent cards.

The scents were chosen from about 30 concepts that ranged from food products to a stale hotel room and smelly feet. But in the end, TV Guide selected more appealing aromas.

“We didn’t want to gross people out,” said Mindy Nathanson, vice president/associate publisher, marketing of TV Guide.

It was the first Laugh ‘n Sniff episode for the comedy show.

The goal behind the promotion was twofold—to drive sales of TV Guide and tune-in to the show. Greg Garcia, “My Name is Earl” executive producer, borrowed the idea from the 1981 film, “Polyester,” which featured an odorama card in the movie and approached the magazine.

“Having an overall sensory experience with the show involves you in a whole other level to experience what characters are experiencing,” Nathanson said.

The scent card was available in the April 30 issue. To hype up the promotion, copies of TV Guide were handed out to guests at “The Tonight Show” and sent to NBC affiliates. TV spots, online ads and print ads also support the campaign.

The effort marks the first time TV Guide has added scent cards to its publication, Nathanson said. Last year, the magazine ran a promotion offering 3-D glasses that tied in with the NBC show “Medium.”

Oreo has extended its sponsorship with an online sweepstakes on a TVGuide.com microsite. One grand-prize winner will receive a flat screen TV, $100 worth of Oreo products, a one-year subscription to TV Guide and the “My Name is Earl” season one DVD.

Nine first-prize winners receive $50 in Oreo products and a TV Guide subscription and DVD set of the show. The sweepstakes runs through May 10.

Ventura Associates handles the Web site and sweepstakes and Scentisphere handles the scent development.