May 22, 2013

Domino’s Pizza Debuts Pie-Scented DVDs

by Jaimie Siegle | Advertising Systems, Inc.

Say what you want about Domino’s Pizza, but we think its latest international marketing campaign is nothing short of clever: Partnering with movie rental stores in the cities of Rio de Janeiro and Sao Paulo, Domino’s Brazil had DVD labels printed with thermal ink and a heat-activated scent. Upon removing the DVD after the movie, the label not only looks like a pizza, but it smells like it too. Moreover, the thermal ink reveals a note that reminds users how awesome their next movie experience will be with a “hot and delicious” Domino’s pizza.
Unfortunately, there aren’t as many movie rental stores in the U.S. to work with, but perhaps Domino’s could be talking with Netflix or Redbox to determine a similar agreement? We think it’s a pretty creative way to sell pizzas, and would probably rent a movie just to gauge the authenticity of the pizza scent.

How do you think this Domino’s marketing campaign would fare in the United States?

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