Since the summer of 2015, Coca-Cola and AMC Theatres have jointly run the #Cupgrade marketing program through which teens can download a $5 Coke and popcorn offer redeemable at any AMC location.
My partner and I were tasked with developing all of the social creative for Q4 2016 in order to drive awareness, amplify reach, and ultimately, increase redemptions. With major films such as Star Wars and Dr. Strange, Coke partnered with the films and AMC to co-promote.
To accomplish the clients’ objectives, we developed a series of fun and playful animated GIFs featuring Coke and popcorn as “characters,” making them the “stars,” so to speak, of the content. We specifically chose to use GIFs because it’s a format typically created for and by teens, making the content natural to their existing social-based conversations.
Our creative took the form of simple equations, headline-driven animation, movie scenes, and emoji translation lessons for mom to help her navigate the bewildering world of teenspeak. The campaign ran for a six-week period on Twitter, Facebook, and Instagram.
The Q4 2016 iteration of the #Cupgrade program was the most successful to date. The creative we developed resulted in over 41.7 million impressions and more than 257,000 coupon redemptions. Overall, the campaign exceeded its redemption goal by 84%.