How Domino’s used movie DVDs for marketing

April 22, 2025

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Before streaming took over our lives, there was something oddly special about movie night. You’d rent a DVD from the local store. Domino’s Brazil did something very clever around this.

Domino’s teamed up with video rental shops across São Paulo and Rio de Janeiro to run a campaign that used actual DVDs as a marketing channel.

They picked blockbuster titles- Argo, The Dark Knight Rises, Skyfall, the kind of films you'd want to watch with something delicious by your side.

But here’s the twist, these DVDs were no ordinary discs.

They were printed with thermal ink. When heated inside a DVD player, the ink did two things:

  1. It released the smell of freshly baked Domino’s pizza.

  2. It transformed the DVD's appearance into that of a mini pizza, with a message printed on it:
    “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

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Thanks,
Luv