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 When they ejected the disk from the DVD player, the black coloring had been replaced by a scrumptious looking pizza complete with the aroma.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
  • stellaThursday, September 12, 2013 at 9:27 am
    awsome
    • kitty247
      kitty247Saturday, August 31, 2013 at 8:59 am
      SO COOL!!!!!!!!!!
      • mukesh and mikeFriday, August 16, 2013 at 2:52 pm
        love this idea
        • Mukesh and MikeFriday, August 9, 2013 at 10:13 am
          watch out ! sometimes your dog can eat your cd
          • mintshine
            mintshineSunday, July 21, 2013 at 1:16 pm
            I love this idea!!
            • buggirl
              buggirlMonday, July 15, 2013 at 12:40 pm
              This is a great idea!
              • la_eliza
                la_elizaSunday, July 14, 2013 at 12:00 pm
                Woah! That is such a great idea of advertisement
                • gauraiya
                  gauraiyaWednesday, June 19, 2013 at 10:46 pm
                  omg!! i want to eat it
                  • epabc123
                    epabc123Tuesday, June 18, 2013 at 1:30 pm
                    That is just amazing - got to watch the video guys!
                    • epabc123
                      epabc123Tuesday, June 18, 2013 at 1:29 pm
                      What? Awesome! :D