for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Domino’s latest marketing ploy is pretty cheesy — literally.
Domino’s Pizza in Brazil, with the help of agency Artplan Sao Paulo, partnered with video rental stores in Sao Paulo and Rio de Janeiro to stock the shelves with special Domino’s cheese pizza-scented DVDs. Each store carried about 10 of these special cheesy discs for the top 10 new release titles. The movie DVDs looked normal at first, but they were actually coated with special thermal ink and scented varnish.
The way the special scented DVD works is that the thermal ink and varnish heat up as the disc is played. By the time the viewer finishes the movie and pops the disc out, the thermal ink and scented varnish are heated up enough to release that mouthwatering smell of freshly baked cheese pizza and reveal a new image on the disc: a miniature pizza, complete with the message, “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”
Obviously, it’s gimmicky, but it’s actually a neat idea. It’s cool to see brands experimenting with entertaining ways that use older forms of media, in this case DVDs, in new ways. Watch the video below to see the special scented discs in action.
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