"Reaction [beta]"

Domino's Pizza DVD 17 May 2013

In partnership with ten video rental stores in Sao Paulo and Rio de Janiero (and with the help of Brazil-based agency, Artplan) Domino's Pizza recently created DVDs that release the smell of a pizza (and even look like pizzas!) when "heated up".

New titles—such as Argo, Skyfall and The Dark Knight—were stamped with thermal ink and flavoured varnish, both sensitive to the heat generated by DVD players. When users finished watching the movie and ejected the DVD, they saw an image of and could smell fresh-baked pizza. The "heated up" DVDs also carried the message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."

Check out the video below to see the "heated up" DVDs in action.

[Via Advertising Age]

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