In collaboration with Coca-Cola, NCG Cinema entrusted us with a thrilling challenge: launching a new and exclusive soda flavor, “Cherry Chill.” This festive, holiday cinema marketing campaign occurred across 26 theater locations and online, spanning a dynamic 6-week period
The campaign set out to achieve several key goals:
- Generate excitement around the innovative Cherry Chill flavor and the Coca-Cola Freestyle machines.
- Foster robust engagement both online and within the theater.
- Drive concessions sales by igniting customer interest.
- Leverage customer engagement through an enticing contest – requiring opt-in to NCG email communications for a chance to win a private theater rental.
The Exploring Potential team orchestrated a multi-faceted strategy, crafting an all-encompassing customer experience around the Cherry Chill campaign. At the heart of this initiative, we created the spirited Cherry Chill penguins, serving as charismatic ambassadors throughout the campaign.
The launch commenced with exhilarating in-theater activities over two weekends. NCG patrons were welcomed by a vibrant lobby atmosphere featuring Cherry Chill-clad NCG employees distributing a range of delightful giveaways, including t-shirts, pins, and stickers. In-theater experiences included multiple photo opportunities: from an imaginative “snow globe” cutout to an inviting “snow angel” backdrop. Digital posters, menu board takeovers, and strategically placed point-of-sale signage also helped to shape the campaign. The campaign’s online facet unfolded through a series of engaging web banners, purpose-built landing pages, and social media posts, all adeptly aligned with the Cherry Chill brand and its spirited message.