Clever Marketing Campaign Gives DVD's The Aroma And Look Of Hot Steaming Pizza's


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Thanks to the introduction of movie streaming services like Netflix and Hulu, the neighborhood DVD store has all but disappeared in America. But after reading about this fun marketing campaign that is currently going on in South America, you may feel some sense of nostalgia and longing for those musty stores with their myriad stacks of movies.

The ingenious idea, a collaboration between pizza giant Dominos and the creative minds of Brazilian advertising agency Artplan, involved picking ten popular DVD releases like Argo, Dread, Dark Knight Rises and the latest James Bond thriller Skyfall, and coating the disks with thermal ink and flavored varnish, which when heated would transform the look of the DVD to not only resemble a pizza, but even, smell like one!

The movies were then distributed to neighborhood DVD stores in Sao Paulo and Rio de Janeiro, who rented them out to their clients without telling them about the sensory treat that was in store for them. The unsuspecting patrons took the movies home and watched it like they would, any other DVD.Their surprise came at the end. When they ejected the disk from the DVD player, the black coloring had been replaced by a scrumptious looking pizza complete with the aroma.

Printed on it was the message - “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.” We have a feeling that after seeing and smelling the delicious pie, most people did not wait for the next movie, but instead ordered the pizza right away! Pretty effective marketing, don't you think?


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  • thefuryboi
    thefuryboiThursday, January 9, 2020 at 10:22 am
    this is so cool i wish all dvds did thissss
    • kyrae
      kyraeTuesday, September 6, 2016 at 5:05 pm
      amazing that the ink looks like cooked pizza afterwards wow
      • kyrae
        kyraeTuesday, September 6, 2016 at 5:05 pm
        Cool marketing tactic! Brilliant idea! I'm not so sure i would like the smell, though...
        • cg081Monday, December 28, 2015 at 6:42 am
          If only it was edible...
          • kyrae
            kyraeTuesday, September 6, 2016 at 5:01 pm
            haha yes! lol
            • iluvpups
              iluvpupsMonday, January 4, 2016 at 1:59 pm
              true... true
            • happypug12
              happypug12Sunday, November 23, 2014 at 7:18 am
              Mmm. It looks cool and yummy. I just ate pizza yesterday. What is your favorite kind of pizza? I like most kinds of pizza, except for barbecue pizza.
              • kyrae
                kyraeTuesday, September 6, 2016 at 5:01 pm
                same here i dont like bbq but i LOVE cheese
              • bob the 1stTuesday, October 28, 2014 at 9:20 am
                I WANT ONE!!!!!!!!!!!!!! SO HUNGRY
                • RockStar 45Wednesday, June 4, 2014 at 10:22 am
                  Cool marketing tactic1!!!!!!!!
                  • iamacow
                    iamacowMonday, May 12, 2014 at 4:20 pm
                    I love pizza, and I want one.
                    • cz
                      czMonday, May 12, 2014 at 1:57 pm
                      lol what an awesome and creative idea
                      • otter
                        otterMonday, October 28, 2013 at 3:37 pm
                        I love this idea! Awesome! Where do you get it! Awesome!