Planning & 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 WeChat, where they could easily share it with their friends.
Effectiveness / Results
Wanda Cinemas deployed the BVRAIN experience in key cinema locations in Beijing, Shanghai and Guangzhou at the end of April 2016. In the month since the installation over 90% of the people who took part in the BVRAIN experience went on to buy the recommended Coca-Cola product. Over 6,000 individual servings were sold within the first month.
15% of the people that took part in the BVRAIN experience shared the results in social, which is 382% higher than the average sharing rate of H5 campaign content in WeChat (Source : Tencent).
At the time of writing Coca-Cola China is in active discussion with Wanda Cinemas about rolling out the BVRAIN experience across the wider Wanda estate.