The Campaign

The creative idea was ‘Taste the movies’. People watched movie trailers in a VR environment and their emotional response to the movies was measured by monitoring their brain activity. This analysis was the basis for a recommendation on the perfect Coca-Cola freestyle flavor combination to match their movie preferences and emotional responses.

Creative Execution

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.