AMC Theatres x coca-cola

Partners for over 100 years, these iconic brands struggled with declining teen movie attendance. Their first coupon flopped. During our research, teens called the language "cringe" and "gross." (Ouch.)

So we stepped in to help AMC and Coke create a campaign Gen Z wouldn’t hate.

Our challenge: authentically connect with a young, ever-evolving, content-hungry audience.

Our product: AMC Perfectly Popcorn and the Coca-Cola Freestyle Machine.

Our hook: Flavor Make It – empowering Gen Z to unleash their creativity with infinite flavor possibilities at AMC.

We drew inspiration from the sights and sounds of the theatre experience to create a funky, kinetic audio track. Then we teamed up with an animation studio to design a vibrant, technicolor world that sparks ritualistic love for AMC and Coke at the movies.

So how do you advertise to teens on social without actually saying the word ‘teen’ or coming across as a try-hard cringy brand?

Easy. Just give the Flavor Maker Combo a great price point and invite the friend group to the theatre.

We produced quarterly social-first video content promoting the deal and briefed TikTok Creators to feature the #FlavorMaker combo in their own unique ways.

Paid media targeted their favorite platforms: YouTube, TikTok, Snapchat and Instagram.

INITIAL Results:

    • 142M impressions and 1.2M engagements across social

    • Influencer Partners had a killer 8.19% average engagement rate, +4% above industry standard

    • 16M uses of Flavor Maker gifs and stickers

    • 4.1% Add-to-Wallet conversion rate

Over the year, the Flavor Maker Combo flexed between popcorn and soda or an ICEE. We learned teens prefer ICEE, so we needed to encourage more trial of the Coca-Cola Freestyle machine.

My team partnered with the Freestyle Innovations group to create three Gen-Z inspired soda flavors available exclusively on machines at AMC Theatres.

We named the fun fruity recipes Mello-Drama, Lime Traveler, and Slasher Splasher and designed the interactive user interface screen with messaging encouraging teens to flex their Coca-Cola Flavor Making skills.

This campaign gave teens creative freedom AND a little inspiration. Our landing page housed the Add to Wallet button along with what we dubbed the ‘Flavor Maker Menu’ and ‘Snack Hacks for Your Pack’ – candy, popcorn and soda pairings to deliver ultimate flavor sensations with their $5 Flavor Maker Combo.

Ultimately, we learned teens don’t go to the movies to escape—they go to be with friends and share without hesitation. The Flavor Maker Combo gives them a great deal to encourage more group hangouts and flavor exploration.

This ongoing campaign is making the AMC Theatres x Coca-Cola moviegoing experience a ritual worth repeating.

CASE STUDY

Credit shared with agency, client, and production partners.

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