Coca-Cola China have a ‘freestyle’ machine that is capable of mixing together 27 different combinations of Coca-Cola products. They wanted to sell their freestyle drinks machine to Wanda Cinemas. The answer to Coca-Cola’s problem lay in Wanda’s business problem.

Online cinema ticket buying is causing problems for Chinese cinema owners. Now that people can reserve their seat in advance, they turn up to the cinema right at the moment when the film starts, rather than 10-15 minutes beforehand. Their spending on food and drinks has dramatically dropped as a result.

The recipe for success was an innovative combination of VR and brain sensing technology to create a branded experience that sold Coca-Cola freestyle drinks and also gave moviegoers a reason to spend a bit longer in the Wanda foyer.

Coca-Cola China have a ‘freestyle’ machine that is capable of mixing together 27 different combinations of Coca-Cola products. They wanted to sell their freestyle drinks machine to Wanda Cinemas. The answer to Coca-Cola’s problem lay in Wanda’s business problem.

Online cinema ticket buying is causing problems for Chinese cinema owners. Now that people can reserve their seat in advance, they turn up to the cinema right at the moment when the film starts, rather than 10-15 minutes beforehand. Their spending on food and drinks has dramatically dropped as a result.

The recipe for success was an innovative combination of VR and brain sensing technology to create a branded experience that sold Coca-Cola freestyle drinks and also gave moviegoers a reason to spend a bit longer in the Wanda foyer.

The hardware solution was a headset that combined VR viewing capability with brain sensing technology, which was christened BVRAIN. Moviegoers watched movie trailers sitting in a futuristic pod seat in a Coca-Cola branded environment. The brain scanning results were shown on screens that were incorporated into the installation to maintain the interest of other moviegoers nearby. Once people had completed the experience they could scan a QR code to receive their perfect recipe in the social messaging platform We Chat, where they could easily share it with their friends.