This Domino's Pizza Advertising Campaign Delivers Surprises
Laura McQuarrie — May 23, 2013 — Marketing
References: brandingmagazine
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.
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.
Trend Themes
1. Multisensory Advertising - Creating advertising campaigns that engage multiple senses to enhance consumer experience.
2. Interactive Packaging - Utilizing packaging designs that provide a unique and interactive element to enhance brand engagement.
3. Digital Streaming Dominance - The rise of digital streaming platforms that are replacing traditional physical media like DVDs.
Industry Implications
1. Advertising and Marketing - Exploring new ways to engage consumers through innovative and multisensory advertising campaigns.
2. Packaging Design - Developing packaging designs that incorporate interactive elements to attract and engage consumers.
3. Entertainment and Media - Adapting to the shift from physical media to digital streaming platforms and exploring opportunities for collaboration with streaming services.
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