How's this for a brilliant marketing campaign? To help sell the notion that there's no better way to spend an evening than with a pizza and a movie, Dominos in Brazil created custom DVDs with a heat-reactive flavored varnish that actually smelled like pizza once they were played.

The DVDs, which included such popular titles as Argo and The Dark Knight Rises, were distributed at movie rental shops in Sao Paulo and Rio de Janeiro. And to further drive the point home, the discs were also printed with a thermal ink so not only did they smell like pizza when removed from a DVD player, they also looked like one too with the message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza." Who could possibly resist? [Creativity Online via Taxi]