The latest Domino’s marketing stunt: DVDs that smell like pizza

Takeout pizza and a DVD are a natural fit for many. So Domino’s Pizza in Brazil decided to combine the two in a campaign via Artplan Sao Paolo. They joined up with 10 rental stores in Brazil to distribute DVDs that smell like pizza after they’ve been played.

About ten discs each of ten different new release titles such as Argo, 007, Dread And Dark Knight were stamped with thermal ink and flavored varnish, both sensitive to the heat. While people were watching the movie, the heat of the DVD player affected the disc. When the movie ended and they ejected the disc, they smelled pizza. They also saw pizza: the discs were printed to look like mini pies, and carried the message: “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

Why I’m Curious: In this age of streaming video, the idea seems a bit outdated. I can’t remember the last time I rented or watched a DVD. However, in Brazil streaming services like Netflix and iTunes may be relatively new and the cities may still have video rental stores in their neighborhoods. I find the thermal scented ink technology to be bizarrely fascinating, and I’m curious about how other brands may leverage such a feature. I also wonder what kind of impact a stunt like this and a campaign like we shared last week will be impacting their sales for this quarter.


140 seconds to greatness/employment. SXSW 2013

The greasy, oh so delicious, multi-million dollar pizza franchise will soon find out whether the ability to deliver a creative and innovative 140 character tweet translates to a successful 140 second job interview

In an attempt to find the perfect candidate for the digital manager position, called ‘Manager of Digital Greatness,’ Pizza Hut is going to hold 140 second interviews at SWSW on March 10th.

Mashable notes that the company believes people who can sell themselves in 140 seconds should be good at selling the company in 140 characters on Twitter.

Why Am I Curious? I am curious to know whether or not the idea of interview in unique and innovative ways is going to become a pattern for employers as they interview digital employees.