Right on the heels of the genius marketing partnership that allows gamers to order Pizza Hut directly from their Xboxes (we wonder whether the most devoted players have left their living rooms since the introduction of said diabolical dietary dichotomy), comes another creative — if slightly odd — pizza/leisure activity partnership: pizza-scented DVDs.

Settling in to watch a movie often necessitates some serious snacking, so Domino’s Pizza in Brazil is hoping their latest ad gimmick will get movie-watchers to pass up the popcorn and candy in favor of a cheesy pie. The restaurant chain partnered with ten video rental stores in Sao Paulo and Rio de Janeiro to stock store shelves with roughly ten discs each of ten different newly released films, each stamped with thermal ink and scented varnish.

When a DVDs is played, the disc heats up, activating the varnish and releasing the tantalizing aroma of just-baked pizza. And when the film is over, viewers eject the disc to find that the thermal ink has transformed the image on the DVD into that of a miniature pizza, complete with the message: “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

While the popularity and accessibility of movie streaming in the US means it’s unlikely we’ll encounter Domino’s scented DVDs here, we must give the company some props for creativity from afar. Shameless? Yes. Cheesy? Double yes. But when was the last time you smelled pizza and didn’t get immediate, ravenous cravings?

There was a day when the public feared technology because we felt it would enable the government to spy on us and grant corporations access to our private lives. But thanks to Domino’s Pizza’s latest marketing gimmick, the Big Brother the public fears may actually turn out to be, well, us.

Domino’s has installed a live webcam feed in a Salt Lake City, Utah, store so that online customers can watch their pies being made live from scratch in real time. As PR professionals, we are constantly clamoring about the importance of transparency and the inevitable perils that result from a lack of it. Transparency builds trust, brand loyalty and is the foundation of solid brand-consumer relationships. But is this taking transparency too far? Read more

Domino’s has announced that it will be offering pizzas with gluten-free crusts, adding to the list of companies that are featuring these specialty products on their menu. The gluten-free-eating population is a $6.2 billion market and between six and eight percent of U.S. consumers are on a gluten-free diet.

Celiac.com is warning, however, that these pizzas are for people with celiac sensitivities, not for those with full-on celiac disease. That’s lame.

Companies like Frito-Lay and Anheusher-Busch, which has introduced gluten-free Michelob Ultra Light Cider, have also jumped on this culinary bandwagon. Chuck E. Cheese has added gluten-free pizza and chocolate cake to its menu.

Selling gluten-free products is just one way to add a special something to the menu these days.

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Photo: PRNewsFoto/Vanish NapiSan

Australian stain removal brand Vanish NapiSan is offering $25 million Australian dollars (about $27.4 million U.S.) for the five-year naming rights to the White House. Yes, the White House where the President lives.

The brand has enlisted D.C. public affairs firm Grayling for outreach to Congress, the Australian firm Red Agency is working on this abroad, and the PR firm Cake Group/Workman Entertainment is working on the PR effort here in the U.S.

According to press materials, the money from the sponsorship would be a welcome addition to the government’s coffers and there are tons of other international landmarks, like Buckingham Palace and the Taj Majal, that have been sponsored. However, to that latter point, the materials say the White House was “sponsored” in 2008 when it was shaded pink for breast cancer awareness. I think we can all agree that’s not the same thing.

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