

SCADpro x
Coca-cola and AMC
10 WEEKS
THE TEAM


Zachary Jones
Daniela Garcia
Jess Benson
Hannah Hutto
Ivana Mantovani
Luis Jimenez
Katie Clarke
Varun Khatri
FILM AND TELEVISION
INDUSTRIAL DESIGN
MOTION MEDIA
ADVERTISING AND BRANDING
UX DESIGN
INDUSTRIAL DESIGN
INTERACTIVE DESIGN
ADVERTISING AND BRANDING

Wonjoo Lee (Emily)
Maddy Payne
Charleen Firlus
Camila Duran
Marcela Villalobos
Aparna Somvanshi
ADVERTISING
UX DESIGN
UX DESIGN
ADVERTISING
GRAPHIC DESIGN
UX DESIGN
MISSION
SCAD was tasked by Coca-Cola and AMC Theatres to reimagine the food and beverage experience for their theaters nationwide. The 14 student team assembled represented 7 majors and worked from 3 different continents to tackle this massive task. Creativity was vital to the team’s success as they had to work together and figure out how to adapt to the socially distanced working environment.

AMC focuses on providing their customers with the best possible service and having the most comfortable movie experience. Their two main revenue streams are tickets sales and concessions, with concessions being 35% of their total revenue. Much of this is due to the AMC and Coca-Cola partnership.

HMW
HOW MIGTH WE

Coca-Cola’s mission is to “Refresh the World. Make a difference.” They are always expanding on what is possible, while keeping in mind their focus on sustainability and innovation. Their passion for providing amazing products and experience to their customers is a key factor to their on-going success
Together, Coca-Cola and AMC’s goal is to ignite the magic of the Coke and popcorn movie experience.
MAKE THE EXPERIENCE WORTHWHILE
WHILE CREATING SHARED MEMORIES?
CREATE AN ENGAGING AND PERSONALIZED EXPERIENCE FOR MOVIE GOERS?
OFFER PERSONALIZED FOOD COMBINATIONS?
SECONDARY RESEARCH
INSIGHT
“Despite the U.S. industry box office declining 1.6% in the fourth quarter, AMC grew revenue 2.4%...These impressive results illustrate the power of customer engagement through the AMC platform, especially from our A-List subscription program and AMC Stubs loyalty program in the U.S....”
— Adam Aron, CEO and President of AMC.
“Being stuck with the pictures and the warmth of the characters has a way of making you want more out of the movie.”
Source: https://www.lifehack.org
80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Source: https://us.epsilon.com
OPPORTUNITY
Expand the loyalty program and continue to increase the number of members by creating a 360 (or end-to-end) experience through multiple platforms.
Capitalize on the shared emotional connection that people encounter when watching movies by creating an interactive “post-movie” experience.
Incentivize a personalized experience through Coca-Cola Freestyle ® machine, Costa Coffee, and Food and Beverage (Eatertainment).
PRIMARY RESEARCH
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People go to the movies in groups of 5 or less
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A big perceptage of the users share the food purchased in the conssesion
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People have a hard time carrying food from the consessions to the theater.
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People find it difficult to share popcorn buckets during the movie
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People don’t like distractions or interruptions

TARGET AUDIENCE


For in depth research and user personas
IDEATION
PACKAGING


After partner feedback
We refined our concepts based on their voice. By engaging in usability tests and our theme “Better Together,” we redefined AMC’s 360-degree experience. Our “Better Together” packaging fully endorses shared concessions, especially with popcorn buckets!
Movie-going should be a shared, engaging time with no hassle, so we explored how to make it easier how to get food to our users. Keeping in mind the challenges posed from our brand partner’s budget and maintaining Gen Z’s interest due to social media, we created better ways for people to place, share, and enjoy concessions.
BETTER TOGETHER PACKAGING
3 CONCEPTS TO CREATE SHARED MEMORIES
Better together bucket
Primary research showed an opportunity to innovate in packing as the user was having difficulties carrying and sharing popcorn purchased in the consessions.
Facilitates carrying and sharing popcorn without interrumpions.
Users like to share and eat the same portions , the better together bucket will make sure everyone has the same portion.


Unity clips
The unity clip is for AMC to innovate with the packaging they have in stock. As they commeted us they would like to use it before creating new packing options.
Holds up to 4 bags together serving as a handle to facilitate carring more than one bag.
The clip can be taken home and used as chip clip to remember the user about their great experience at AMC.


Hug bags
To reduce expenses the hug bags are another solution for carrying popcorn. Without many modifications to the current packaging they attach to each other through tabs on their sides that slide into the bag In front of them.
Maked a unified piece that can be carried by one user.
If you are going with just one friend or with 4, these bags will always be an option.

