Retail: AMC Theatres
Flavor, film, + freestyle: Turning teens Into lifers.
Gen Z’s new big sccreen ritual: Flavor Make It at AMC.
The Stakes
AMC and Coca-Cola asked BarkleyOKRP to transform a standard teen coupon into something more engaging. The goal: turn the classic popcorn-and-Coke combo into a Gen Z ritual that sparks loyalty and love in a highly distracted, always-scrolling audience.
The Friction
Teen moviegoers don’t do coupons. In a crowded snack economy and an endless array of entertainment options, theaters were losing their cultural clout. Getting Gen Z off their couches and into cinemas took more than a discount: it needed a full-on vibe.
The Shift
BarkleyOKRP discarded the old playbook and created a branded experience grounded in Gen Z behavior. Enter “Flavor Make It”—a campaign fueled by flavor hacks, Freestyle® machines, custom animations, $5 snack deals, and a mobile-first approach with Apple/Google Wallet integration. It turned the AMC lobby into a content-ready playground.
The Lift
The campaign transformed a coupon into a cultural moment. Teens showed up with a Coke in one hand and their phone in the other. The result? A new big-screen ritual that didn’t just move popcorn, it moved hearts, screens, and scrolls.
Results
- 2.97% average engagement rate.
- 141MM earned impressions.
“For Gen Z, the theatre and the concessions are not about an escape, it’s total immersion and enjoyment with friends. We wanted the campaign to reflect that shared, immersive experience.”
—Pamela Sandler, AMC Vice President of Brand Marketing