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 When they ejected the disk from the DVD player, the black coloring had been replaced by a scrumptious looking pizza complete with the aroma.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?

Resources: nydailynews.com, odditycentral.com

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85 Comments
  • thefuryboi
    thefuryboialmost 3 years
    this is so cool i wish all dvds did thissss
    • kyrae
      kyraeabout 6 years
      amazing that the ink looks like cooked pizza afterwards wow
      • kyrae
        kyraeabout 6 years
        Cool marketing tactic! Brilliant idea! I'm not so sure i would like the smell, though...
        • cg081almost 7 years
          If only it was edible...
        • happypug12
          happypug12about 8 years
          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.
        • bob the 1stabout 8 years
          I WANT ONE!!!!!!!!!!!!!! SO HUNGRY
          • RockStar 45over 8 years
            Cool marketing tactic1!!!!!!!!
            • iamacow
              iamacowover 8 years
              I love pizza, and I want one.
              • cz
                czover 8 years
                lol what an awesome and creative idea
                • otter
                  otterabout 9 years
                  I love this idea! Awesome! Where do you get it! Awesome!