Wanda Cinemas is an important partner for Coca-Cola in China, with over 2,000 screens in 80 cities, with Coca-Cola introducing the ‘Freestyle’ mixer into China for the first time in 2016. Both partners were being impacted by the growth of commerce - tickets are denting food and drink sales at cinemas through people turning up immediately before the start of a film, leaving no time for buying refreshments. The challenge was to create a brand experience for Coca-Cola that used the freestyle mixer to engage movie goers. Our insight was grounded in the fact that personalisation increases the sale of products. The strategy was to create an experience that would increase dwell time for cinema goers and their friends by focusing on how the ‘Freestyle’ machine could mix the perfect drink combination for each moviegoer.