AMC Theatres® and The Coca-Cola Company have been partners in creating the very best movie theatre experience for over 100 years. And most recently, they set out to reach the most elusive audience of all - the teenager. AMC and Coca-Cola aimed to solidify AMC’s Perfectly PopcornTM and Coca-Cola Freestyle® drinks as a movie theatre ritual with an exclusive offer just for teens. But today, teens are bombarded by entertainment and experience options everywhere they look, from social media scrolling, to at home streaming. We needed to use this iconic combo to demonstrate just how powerful and unique the AMC Theatre experience can be for teens.
Through in-theatre ethnographies among teenagers, we found a standout difference between teens and the general movie going population. While other generations may see the theatre as a place to escape, teens see it as a place to be fully present and fully themselves with their friends. In the theatre, they are comfortable sharing, without any hesitation. AMC Theatres and Coca-Cola could be the perfect partner to own and amplify this unique teen experience.
Introducing: Flavor Make It. AMC and Coca-Cola harnessed the impulsive, passionate sharing nature of teens and developed a call to create and celebrate all the different ways teens can share their flavor. The integrated campaign came to life through:
● An Anthem Spot. “Concession Concerto” is a fun, funky, frenetic celebration of the flavor experience that only the perfect combination of AMC Perfectly PopcornTM and Coca-Cola Freestyle® can unlock. Popcorn was paired with an ICEE® in our summer flight to reflect the warm weather vibes. The teen experience is reflected throughout, from the expressive live-action and animation to the original track inspired by the TikTok earworms currently dominating teen headphones.
Flavor Maker Mixes and Snack Hacks. We created six custom Coca-Cola Freestyle® flavors so teens could pour themselves the Lime Traveler mixture or sip on the Slasher Splasher. A dedicated web page that highlights the concessions hacks and prompts sharing accompanied the experience.
Paid Social Media. To generate awareness ahead of theatre visits, we built targeted media buys synced to the box office calendar and film slate most appealing to teens. We’ll meet the audience in places we knew they spent time searching and communicating - TikTok, Snapchat, Instagram, and YouTube.
Influencers as Flavor Maker Creators. We leveraged teen influencers - from musicians creating their own versions of the music track featured in the piece, to teen movie reviewers giving their review of the Flavor Make It combo.
With 129M media impressions and 545K social engagements, the Flavor Make It campaign landed with teens nationwide who texted their group chats to check out the deal.
