Renting a movie goes well with getting a takeout pizza.
In partnership with video rental stores, Domino’s Pizza—together with the help of agency Brazil-based Artplan—created a DVD that releases the smell of a pizza and changes to look like a pizza, when the disc ‘heats up’ in the DVD player.
Various titles were stamped with thermal ink and flavored varnish that were sensitive to heat to create the ‘Domino’s Pizza Disc’.
When users finished watching the movie and ejected the disc, they saw and smelt a pizza.
The pizza disc also had the message: “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”