This Domino's Pizza advertising campaign is a brilliant one that engages the senses and tempts hungry movie-watchers. Artplan Sao Paolo and Domino's Brazil teamed up to create the 'Pizza Disc,' a DVD that looks and smells just like it was just freshly baked.
During movie playback, the disc heats up and activates the thermal ink on the DVD, releasing the smell of pizza. When the movie is finished and it's time to pop out the disc, movie-watchers will find that the disc has been completely transformed to look like a mini pizza that reads: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza."
As Branding Magazine notes, it is unfortunate that this campaign did not come out ten years ago, as services like iTunes and Netflix are eradicating the need for DVDs entirely.