Domino’s Pulls Cheesy Marketing Stunt

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.

https://digiday.com/?p=39595

More in Marketing

Influencer arena

How Blast is finding esports success through the ‘co-production’ model

Co-production is a key aspect of Blast’s esports strategy because it means both partners are invested in keeping “Rainbow Six” esports healthy in the long run, even if their key performance indicators for the collaboration might be different.

Inside Quaker’s ‘iterative’ approach to make its advertising work globally and locally

To accommodate the global needs of the campaign, Quaker created numerous iterations for Canada and Latin America to reflect the way that consumers in those various local markets use the product.

Investment is (slowly) trickling back into ad tech

Investors want to profit from life after the cookie.