Multi-Sensory Advertising: Domino’s Pizza-Scented DVDs

Right on the heels of the genius marketing partnership that allows gamers to order Pizza Hut directly from their Xboxes (we wonder whether the most devoted players have left their living rooms since the introduction of said diabolical dietary dichotomy), comes another creative — if slightly odd — pizza/leisure activity partnership: pizza-scented DVDs.

Settling in to watch a movie often necessitates some serious snacking, so Domino’s Pizza in Brazil is hoping their latest ad gimmick will get movie-watchers to pass up the popcorn and candy in favor of a cheesy pie. The restaurant chain partnered with ten video rental stores in Sao Paulo and Rio de Janeiro to stock store shelves with roughly ten discs each of ten different newly released films, each stamped with thermal ink and scented varnish.

When a DVDs is played, the disc heats up, activating the varnish and releasing the tantalizing aroma of just-baked pizza. And when the film is over, viewers eject the disc to find that the thermal ink has transformed the image on the DVD into that of 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.”

While the popularity and accessibility of movie streaming in the US means it’s unlikely we’ll encounter Domino’s scented DVDs here, we must give the company some props for creativity from afar. Shameless? Yes. Cheesy? Double yes. But when was the last time you smelled pizza and didn’t get immediate, ravenous cravings?