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 When they ejected the disk from the DVD player, the black coloring had been replaced by a scrumptious looking pizza complete with the aroma.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