We took the concept of experiencing the movie to a level where the viewer lived through high levels of adrenaline and emotions at every moment. Coca-Cola's motto is to Open the Happiness, and through this promo we intensified the motto.

As a result of the campaign, we attracted a new audience to the cinema and expanded the Coca-Cola consumer base in the channel. Our core target were all those individuals who wanted to have the Need for Speed experience. By giving the target audience the experience to live the movie outside of the cinema in an exhilarating way, we connected to them and generated a relationship.

The results were an increase in movie goers of almost 50%, and an increase in beverage incidence of 46%, compared to the previous year. The movie remained at the top of the box office for several weeks. With a limited budget, we reached over 100,000 people across Central America in just 10 days.