Taste the movie


We used Virtual Reality and brain sensing technologies to make an innovative experience for Coca-Cola's Cinema fans.


Driving growth through experiences

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.


VR x brain sensing innovation

We created ‘Taste the Movies’ an innovative campaign where people first watched movie trailers in a VR environment and their emotional response to the movies was measured by monitoring their brain activity. This informed the perfect Coca-Cola Freestyle machine, creating a flavour combination that matched their movie preferences and emotional responses. Entitled ‘BVRAIN’ this headset combined VR viewing capability with brain sensing technology. The brain scanning results were shown on screens to create excitement in the space and once people had completed the experience they could scan a QR code to receive their perfect recipe in the social messaging platform WeChat.


Driving sales

Wanda Cinemas deployed the BVRAIN experience in key cinema locations in Beijing, Shanghai and Guangzhou in 2016. In the 3 months of the installation over 90% of the people who took part in the BVRAIN experience went on to buy the recommended Coca-Cola product.

Over 6,000 individual servings were sold within the first month. 15% of the people that took part in the BVRAIN experience shared the results on social, which is 382% higher than the average sharing rate of H5 campaign content in WeChat (Source: Tencent).