Domino’s latest advertising campaign combines two of our favourite things: movies, and pizza.
In possibly the greatest marketing campaign since this man smelt like a manly man, Domino’s Pizza have introduced a revolutionary new way to watch films and smell pizzas. They’ve partnered up with creative ad agency, Artplan, to bring a unique multi-sensory experience in the form of pizza-scented DVDs, to some big new release film titles. Scrap whatever marketing plan you have up your sleeve, because Domino’s have just won at life.
Here’s how it works: simply pop your film of choice into your DVD player, watch it in its entirety, eject, and breathe in as the hearty aroma of a Meatilicious pizza fills your living room. What’s more, the DVD will print a picture of a pizza on the disc, accompanied by the words “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.” Shit, those guys are good.
So how does it work? Check out their video ad campaign below:
Let’s just say, if Domino’s can utilise heat-sensitive thermal ink and flavoured varnish in a standard DVD player, then Microsoft can do better than a pansy all-in-one entertainment system (with no pizza smells). Who wants HD TV, all the games in the world ever with unlimited online access when you have tantalisingly aromatic food-smelling DVDs? Our point exactly.
Sadly, the pizza-scented DVDs are currently only available in Brazil, in partnership with 10 local video rental stores. Around 10 discs, each with 10 different new release titles, including Argo, The Dark Knight and James Bond (assuming this means Skyfall) have been equipped with the heat-sensitive pizza smell, in an attempt to entice the viewer (and smeller) into a Domino’s pizza with their next film.
The question on everybody’s lips now is; how many pizza flavours are actually available/smellable? We did some digging, and discovered there’s only one, generic pizza smell. Fine with us. We say it’s only a matter of time before it crosses the pond.