ITV has this week unveiled a unique multi-sensory out-of-home activation at London’s Victoria station that dispenses fresh popcorn and diffuses the tasty snack’s odour to passers-by.

The stunt promotes the launch of the broadcaster’s revamped streaming service ITVX, with visitors able to fill their buckets by spinning the logo.

“We’re really excited to be officially launching ITVX today – our fresh new streaming service offering more new shows for free than anywhere else,” ITV director of marketing, Paul Ridsdale said.

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“And what better way to celebrate than with the UK’s freshest ever billboard – treating viewers to both fresh popcorn and fresh ITVX programme highlights as they pass by. This is an exciting new chapter for ITV and we can’t wait for viewers to start enjoying the thousands of shows ITVX offers – for free.”

Unveiled earlier this morning, (8 December) members of the public will be able to visit the ‘world-first’ activation through to Saturday (10 December).